Google may integrate ad-blocking directly into Chrome, according to new rumor

Google may integrate ad-blocking directly into Chrome, according to new rumor

The term "unacceptable" in the ad standards referred to pop-up ads, autoplay videos, and "prestitial" ads. 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.

The unprecedented move would surely send shockwaves through the online advertising industry, with Google itself being a business that's highly-dependent on ad revenue.

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The move, according to the source of today's report, is a defensive one on Google's part. The unacceptable ad types are based on those defined by the Coalition for Better Ads in March. If this functionality is worked in then it could force website to ensure they provide a better ad experience for site visitors.

If Google were to go with a single-ad-blocking feature rather than something that blocks all the ads on a website, it could prove to be a successful compromise between all-ads and no-ads. It's also a concern for other online publishers and services that rely on advertising revenue to support their businesses, many of which work with Google to help sell advertising space on their properties. All online users would get a better experience and fewer people would download ad blockers. What this means for Chrome's rumored built-in ad blocker is that it will just be selective about what ads can or cannot be displayed, and that it won't be completely blocking ads like current ad blockers.

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Lots of folks run ad-blocking add-ons in their browsers, but soon Google may be adding an ad-blocker of its own to Chrome.

The ad blocker would be part of the Google Chrome Browser, which is the most popular browser in the United States according to a January report from the federal government's Digital Analytics Program. This would give Google control over the ad-blocking market, the ad industry as a whole, and even over its competitors, which offer numerous "unacceptable ad" formats the coalition is targeting.

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