Google moots adblocking feature in Chrome

The Verge

According to The Wall Street Journal, Google - which makes most of its money from online ads - intends to enable its ad-blocker by default in the desktop and mobile versions of its hugely popular browser, which has nearly 60% share of the desktop browser market. Instead, according to the report, Chrome will target "unacceptable ads" as defined by the Coalition for Better Ads.

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. It's said that Google may choose to design the feature so that it blocks out all ads on a particular website if it detects that there is even a single ad that could cause a bad experience.

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Such a move could have major implications for the online ad industry and the digital media publications whose businesses rely on ads.

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

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Google could announce the feature in the next few weeks, although it could still decide not to move ahead with it.

Google declined to state whether it was working on the tool described by the Journal. Ad-blockers work on most any web browser out there, but it seems that there might be a new ad-blocker built into a web browser, and really, you've seen the title so you already know, but it really probably isn't the browser you'd think. And Chrome is a widely-used browser, so Google's ad-blocker could be a big deal in the world of online advertising. Judging by the details this wouldn't necessarily be a full-blown ad blocker that nixes every ad on every website, rather it sounds like it's meant to provide users a small filter for the ads that might give them a bad experience.

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Chrome held 54% of the browser market share worldwide in April 2017 on desktop and mobile combined, according to StatCounter, followed by Safari with 12.4%; UC Browser 9%; Firefox, 8%; and Edge, 2%.

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