Google plans to launch its own ad-blocker in Chrome

Google Chrome Android app

However those extensions may soon no longer be necessary because according to a report from The Wall Street Journal, it seems that Google could be building an ad blocker directly inside Chrome itself.

While the feature is being described as a filter of only a certain set of ad types, some websites could face having all of their ads blocked even if only a few ads are offensive.

Google is planning to add a built-in ad-blocker to Chrome, according to sources, and it will target the Internet's most obnoxious types of advertisements. For instance, auto-playing video ads with sound and large sticky ads would be out. This could be muscle flexing by Google, considering a major portion of web traffic comes via Google Chrome, this might lead to more advertisers moving on to Adsense.

As a company who's yearly profits are very much derived from selling advertising, Google has an interest in ensuring that advertising is an effective tool, not an annoying experience that forces users to use ad-blockers.

Google has naturally declined to comment on what is as of this time largely a rumor, but the move does make a lot of sense in some ways.

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The online analytics firm StatCounter claims that Chrome has gobbled up a little over 52 percent of the worldwide browser market share. If Google decides that its browser will only allow ads that meet those predetermined standards, any website that wants to survive will comply.

If implemented correctly, this feature wouldn't just benefit Google. In those cases, companies like Google may have to pay to get their ads exempted from the filters, something it could do for free with its own solution. The increased adoption of ad-blockers has caused ample strain for many sites, some of which have buckled under the burden.

Google might reportedly introduce this new feature in the coming weeks.

It's still just a rumour from the WSJ, however they do have fairly decent contacts, so we'll probably have to wait a while more to see where this goes.

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