There are lots of ad-blocker extensions out there, but soon Google may release an ad-blocker of its own.
Google is working on an ad-blocker that will be built into Chrome, both on mobile and on the desktop. That’s according to sources speaking to the Wall Street Journal, who say that the ad-blocker could be switched on by default.
Google’s blocked will filter out ads deemed unacceptable by the Coalition for Better Ads. That includes pop-ups, auto-playing video ads, and prestitial ads with countdown timers. One thing that Google is still considering is whether its ad-blocker will only block the offending ads or if it will block all advertising that appears on sites with these unacceptable ads.
With its built-in ad blocker, Google reportedly wants to block third-party ad-blockers from getting more popular. There are lots of them out there, but building a blocker into Chrome could help give Google some control over the ad-blocking experience since some folks may opt for the blocker built into Chrome rather than using a third-party service.
It’s rumored that Google could announce its built-in Chrome ad-blocker in the coming weeks, though it’s possible that Google could also decide to abandon its project. Stay tuned.