Flickr/Isaac BowenGoogle is reportedly developing a way to block ads directly from the Google Chrome Browser, according to a new report from the Wall Street Journal.
It is said that Google's approach would focus on unacceptable ad types that violate the recently-released list of ad standards.
That could be huge when you consider the fact that ads earned Google $60 billion in revenues past year, and that Chrome accounts for almost half all browsers used in the US.
One thing is certain: unlike popular Chrome extensions like AdBlock, Google's own ad-blocker will surely allow some ads to come through, as it's clearly not in the interests of either advertisers or Google itself to block everything.
If it goes ahead with its plans as rumored, Google would instantly become the world's largest ad-blocker, while at the same time remaining the world's largest provider of online ads, giving it an extraordinary amount of control over the global ad market, while potentially undermining existing services such as AdBlock Plus. The Coalition for Better Ads, which counts Google and Facebook among its members, has a page of "least preferred ad experiences" up on its website.
In the industry, they call that a "win-win".
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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. Google already ostensibly bans many of these types of ads anyway.
But the continued growth of ad-blocking is a worrying trend for Google, which generated over $60 billion in revenue from online advertising in 2016. WSJ reports that this ad-blocking feature might block all the ads on a website which has one of these unacceptable ads.
Citing unnamed sources, the report also claims that Google is still considering how best to implement its plans.
It's not just you, online ads are getting worse.
The ad blocker would be part of the Google Chrome Browser, which is the most popular browser in the U.S. according to a January report from the federal government's Digital Analytics Program.
Android's native browser could block "bad ads" in a coming update and that's good for everyone.