Google might introduce its own ad-blocking feature in Chrome

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Google is working on an ad-blocker for both the mobile and desktop versions of Chrome.

Those types of ads (defined expertly by The Coalition for Better Ads) are the ones we all hate: they play audio (loudly) as soon as you land on a page, or are the ads with countdown timers on them, and possibly the worst - the ads that have the hidden buttons to close them.

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 Coalition for Better Ads released a report back in March which outlined standards for advertising, and it's understood that this list of bad ads, which includes pop-up ads, sites containing ads with auto-playing video with sound and more, is where Google will be basing their blocking from.

While ad-blockers may be the most popular extensions for Chrome on the desktop or your Chromebook, the Android app has been left out of the picture.

In the industry, they call that a "win-win".

Google could announce the feature within weeks, but it is still ironing out specific details and still could decide not to move ahead with the plan, the people said. Already browsers like Opera come with an ad blocker pre-installed.

Presumably, then, the browser won't block Google ads.

Given that nearly half of all internet users in the United States use Chrome as their browser of choice, the move could be disastrous for advertisers and online publishers. This could be muscle flexing by Google, considering a major portion of web traffic comes via Google Chrome, this might lead to more advertisers moving on to Adsense.

Chrome now accounts for 58.64% of the browser market share according to Net Market Share, and providing ad-filters within it would, overall, give Google more control over ad blocking.

In the U.S. Chrome has almost 47.5% of the browser market across all platforms, according to online analytics provider StatCounter.

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