The ad blocker will reportedly end up in the desktop and mobile versions of Chrome and would be switched on by default.
According to the WSJ, Google is considering whether its ad blocker would block just the one offending ad or the entire page ad entirely.
Although Google's decision to add an ad-blocking feature right inside Chrome may seem counter-intuitive since the company's revenue is dependent on online advertisements, people familiar with the plans stated that it's a defensive move.
The Interactive Advertising Bureau, an industry trade group of which Google is a member, has likened the cottage industry of ad-blocking companies to "highway robbery", "terrorists", and "inner city crack dealers" on various occasions. It could also conceivably allow Google to create a monopoly on online ads, in which only Google Ads will be acceptable.
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It's also believed that Google is now deciding on whether its ad-blocker will block just instances of offending ads, or every ad that appears on an offending page.
Bundling an ad-blocker into Chrome would be a big move by Google.
Google is hoping to suppress the growth of third-party blocking tools that charge for ads being white-listed, according to the WSJ. Basically annoying and intrusive ads will be blocked, so if you believe that websites (such as ours) have the right to earn money through ads as long as they're not annoying, then this rumored feature could come in handy. Would Chrome ever offer its own whitelisting service or will it stick to predefined standards set by an independent organization? Sites, very much like Ausdroid, rely on ads in order to keep the lights on, so we're also keen to keep the advertising minimal here, as well as, as "good" an experience as you can get. But it's worth asking if this feature would even be an ad-blocker, at least in the sense that most people think of ad blockers. The increased adoption of ad-blockers has caused ample strain for many sites, some of which have buckled under the burden.