Google might introduce its own ad-blocking feature in Chrome

Google Chrome

Based on that criteria, Google's and blocker would filter out pop-ups and auto-playing features. It's possible that Google will decide to skip the whole matter entirely, but the Wall Street Journal knows "people familiar with the situation" (who are those people, anyway?) who believe there's at least a chance.

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 past 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 move, according to the source of today's report, is a defensive one on Google's part.

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Unacceptable ad types would be those recently defined by the Coalition for Better Ads, an industry group that released a list of ad standards in March.

What are your thoughts on Google's very own ad-blocking feature? You can read it here. Would Chrome ever offer its own whitelisting service or will it stick to predefined standards set by an independent organization? However, Google has a vested interest in ensuring web users don't turn to third-party ad-blocking tools that Google does not control and, in some cases, that charge users website owners money to bypass ad-blocking filters. Google now pays to be part of Adblock's "acceptable ads" program, which allows Google's ads to pass through the popular ad-blocker's filters.

Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of U.S. users now employing the software on their desktop devices, according to some estimates.

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While desktop ad blocking continues to grow in popularity worldwide, its mobile form has yet to catch on much outside of Asia.

Many consumers state they use ad-blockers to get rid of annoying ads that ruin the Web surfing experience, but that they wouldn't be opposed to ads that don't interfere.

This brings up the question as to what ads would be Google consider unacceptable.

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