The company is planning to bring an ad-block feature to Chrome which might soon be made active in the coming weeks, as per The Wall Street Journal report.
Google developing its own proprietary ad blocker, as a company that, as The Journal rightly points out, made over $60 billion in online ad revenue previous year may seem counterintuitive, but Chrome has taken the lead as the most popular browser, holding over 47% of the market (up from 41% in mid-2016). The company is reportedly still deciding whether or not to block individual ads or all advertising on any site that doesn't meet the "threshold of consumer acceptability".
What isn't clear is whether Google's tipped ad-blocker will block only the offending advertisements or if it will block all the ads on a website that is found to have sub-standard advertisements.
Regardless, the move would no doubt cause controversy among an industry locked in a fierce battle with the growing tide of ad-blocking software.
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In the industry, they call that a "win-win". They think that pop-ups, auto-playing videos with sound, and ads that use a countdown before they can be dismissed are all bad.
What are your thoughts on Google's very own ad-blocking feature? To beat the ad blockers, Google must become an ad blocker. And Chrome is a widely-used browser, so Google's ad-blocker could be a big deal in the world of online advertising.
An expanded version of this report appears on WSJ.com. It's also a concern for other online publishers and services that rely on advertising revenue to support their businesses, many of which work with Google to help sell advertising space on their properties. If this functionality is worked in then it could force website to ensure they provide a better ad experience for site visitors.
By switching on its own ad-filter, Google is hoping to quell further growth of blocking tools offered by third-party companies, the people said, some of which charge fees in exchange for letting ads pass through their filters.