Google reportedly planning built-in ad-blocking feature for Chrome

The Verge

The Journal notes "in one possible application Google is considering" Google could block all ads on a site that doesn't comply with the rules, rather than just block offending ads.

But the report claims that Google isn't interested in "blanket" blocks for all online ads. The sources indicate that Google hasn't ironed out all of the details yet, and that it may not ultimately go through with the feature.

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. Instead, according to the report, Chrome will target "unacceptable ads" as defined by the Coalition for Better Ads.

The ad-blocking feature, which could be switched on by default within Chrome, would filter out certain online ad types deemed to provide bad experiences for users as they move around the web.

The types of unacceptable ads that Google could look to block or those that pop-up, auto-play video with sound, or are a prestitial, which would be those f*cking awful ads that pop-up as you load a site and feature a countdown before you can even get onto the actual content you came for. This could be seen as an attempt to coerce website operators to only run Google's AdSense ads, which are guaranteed not to run afoul of Google's blocking policies. Google already ostensibly bans many of these types of ads anyway. "We've been working closely with the Coalition for Better Ads and industry trades to explore a multitude of ways Google and other members of the Coalition could support the Better Ads Standards". Running its own ad-blocking program might shut out, or at least reduce, the fees the company pays to third parties like Adblock Plus. With a launch of the filter Google could entice users to stick with Google's option as opposed to finding and installing any number of other ad blockers which tend to filter out everything. To beat the ad blockers, Google must become an ad blocker.