Google Plans Ad-Blocking Feature in Popular Chrome Browser

Google Chrome

Based on that criteria, Google's and blocker would filter out pop-ups and auto-playing features.

One is to block all advertising that appears on the sites with offending ads, instead of individual offending ads.

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If Google offers its own ad blocker in Chrome, targeting specific types of ads that users find particularly annoying, like pop-overs and autoplaying audio and video, those users might never seek out a third-party ad-blocking extension, the logic goes. The details aren't finalized yet, according to the sources, who say there's still a chance Google will choose not to release the feature. 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. You can read it here.

According to the report, the ad blocker will be enabled by default and it will block and filter ads that are deemed to provide bad experiences to users.

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Regardless, the move would no doubt cause controversy among an industry locked in a fierce battle with the growing tide of ad-blocking software. In those cases, companies like Google may have to pay to get their ads exempted from the filters, something it could do for free with its own solution. As ad-blocking increases, the chances of getting Google's ads blocked increases as well. 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. 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. 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". 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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