Report: Google to release its own Chrome ad blocker

In the not-too-distant past, this would have seemed inconceivable. According to The Wall Street Journal, Google plans to introduce its own ad-blocking feature to its Chrome browser. The feature will work for both mobile and desktop. According to the Journal’s sources, the feature could be switched on by default. It would filter out ads that are likely to provide bad user experiences (according to Google’s algorithms). When it comes to which ads are deemed unacceptable, Google would take its cues from a recent set of standards released by the Coalition for Better Ads. For instance, pop-ups, auto-playing videos with sound, and “prestitial” ads with countdown timers would be out. So why would the world’s foremost digital ad juggernaut release an ad-blocker? One of the primary goals, the Journal’s sources say, is to take some power away from third-party ad-blockers like Adblock Plus. According the Journal, Google could announce the feature within a matter of weeks.

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