Google reportedly building ad-blocker into Chrome

Google Chrome

Ads that are deemed unacceptable in some way - for example, pop-up countdowns that force you to view an ad before the page loads, or auto-playing videos - would end up being blocked by the browser. This feature, Wall Street Journal reports, would be turned on by default. One thing that Google is still considering is whether its ad-blocker will only block the offending ads or if it will block all advertising that appears on sites with these unacceptable ads.

That could be huge when you consider the fact that ads earned Google $60 billion in revenues previous year, and that Chrome accounts for almost half all browsers used in the US.

The report says "people familiar with the plans" describe the move as a "defensive" one.

It's not just you, online ads are getting worse.

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Google experimented with generating income without showing display and banner ads on publisher sites in the United States. Would Chrome ever offer its own whitelisting service or will it stick to predefined standards set by an independent organization?

The decision to create an ad-blocking solution could also be a way to get ahead of the uptick in users adopting ad-blocking software - have released statistics revealing that over 25% of Americans employ an ad-blocker on their desktop computers, with the number expected to rise to 30% by 2018. 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.

Chrome's widespread uptake by internet users means the browser has nearly half of the market when it comes to navigating the web, so putting an ad blocker natively within Chrome and turning it on by default would basically stop cold the growth of third-party options: Users won't actively seek out a way to block ads during their web-browsing sessions if the ads are already blocked to begin with. While nothing is certain as of now, if Google is indeed trying to bring out such a feature, it could either spell doom for other ad providers, or it would be Google saying "foot, meet axe". If implemented correctly however, it could solve some of the issues that cause people to use third party ad-blockers in the first place.

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