Google said to be planning ad-blocking filter for Chrome browser

Google Chrome

Google is reportedly preparing for an update to both their Chrome desktop and mobile browsers that will feature a free built-in ad blocker meant to clean up those pesky ads that, according to a report by The Wall Street Journal, ruin user experiences. Ads that are deemed unacceptable in some way - for example, pop-up countdowns that force you to view an ad before the page loads, or auto-playing videos - would end up being blocked by the browser.

The ad-blocking step may seem counter-intuitive given Google's reliance on online advertising revenue, but the move is a defensive one, people familiar with the plans said.

One is to block all advertising that appears on the sites with offending ads, instead of individual offending ads. 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.

Another thing that Google doesn't like is that services like Adblock Plus offer programs that allow companies to pay their way onto an "Acceptable Ads" list. Simply put, Google doesn't want more people downloading ad-blockers that it has no control over.

In the U.S. Chrome has almost 47.5% of the browser market across all platforms, according to online analytics provider StatCounter. The search giant now pays Adblock Plus's parent company for exactly that. 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. In this case, site owners may need to ensure all of their ads meet the set standards.

This brings up the question as to what ads would be Google consider unacceptable. The company declined to comment at this time, but hopefully we'll know more about its plans sooner than later. The WSJ says this isn't yet a done deal, but if it does come, it might be announced sometime within the next few weeks (maybe at I/O in mid-May?), so we shouldn't have to wait long to find out how much this rocks the online advertising industry boat.

Related news:

Hot News

Lawsuit: Man deported after being part of protection program
Apr 19, 2017 - 09:45
Montes added that he could not understand anything he was signing and was not given any copies. "I liked it there more than here". DACA does not guarantee safety from removal, and some Dreamers have been deported after losing their protections.

WWE Smackdown main event (live coverage tonight)
Apr 19, 2017 - 09:44
NXT tag team The Bollywood Boyz debuted on the show, helping Mahal win the match by holding Sami Zayn's legs. After being brutally attacked last week, American Alpha is out for payback against Primo & Epico Colon.

isis-killer-beheading-video-story-top Protesters in Kenosha urge Trump to release tax returns
Apr 19, 2017 - 09:42
We've seen companies use the program to fire American workers and replace them with lower-paid foreign counterparts. Many go to technology companies, which argue that the United States has a shortage of skilled technology workers.

isis-killer-beheading-video-story-top Google Earth relaunches today with stunning detail
Apr 19, 2017 - 09:40
There's also a new 3D button that will allow users to explore new places in 3D instead of the archaic flat satellite imagery. Google Earth is getting a revival, with the 3-D mapping service becoming more of a tool for adventure and exploration.

isis-killer-beheading-video-story-top More Americans Think President Trump Doesn't Keep His Promises
Apr 19, 2017 - 01:52
According to the latest data, only 41 percent approve of the job President Trump is doing, with 53 percent disapproving. The results come as Republicans in Congress and President Donald Trump's administration work to enact tax reform.

Ethiopia's champions in Boston to defend marathon titles
Apr 18, 2017 - 02:16
Geoffrey Kirui, of Kenya, crosses the finish line to win the 121st Boston Marathon on Monday, April 17, 2017, in Boston . Kiplagat won the women's 15-kilometer race in the 2010 Boilermaker with a course-record time of 47 minutes, 57 seconds.

isis-killer-beheading-video-story-top Kashmir : Policeman among several injured as students clash with law keepers
Apr 18, 2017 - 02:15
The police had claimed that a normal naka had been established around 200 meters away from the college premises. Students at Kashmir University also boycotted their classwork to stand in solidarity with the injured students.

isis-killer-beheading-video-story-top Alex Jones Admits "Performance Art" in Lawsuit
Apr 18, 2017 - 02:15
Well, his lawyer is now arguing in court that Jones is simply "playing a character" just like "a performance artist". Recently, Jones went into a homophobic rant against Representative Adam Schiff (D-CA), a critic of Donald Trump.

Kathleen Kennedy confirms Carrie Fisher won't be in 'Star Wars: Episode IX'
Apr 17, 2017 - 05:09
The trailer does a commendable job of not revealing too much, but still keeping us on the edge of our seats. "But we've regrouped. Kathleen said that, despite what Todd Fisher said, Carrie will not be featured in the next movie.

isis-killer-beheading-video-story-top Gas attack a 'fabrication' - Syria's Assad
Apr 17, 2017 - 04:59
More than 80 people were killed in what the U.S. has described as a nerve gas attack that Assad's forces undoubtedly carried out. Viet Nam and the Russians in Afghanistan-and they have also secretly encouraged attacks on U.S. interests around the world.

isis-killer-beheading-video-story-top US Senate confirms Neil Gorsuch to America's top court
Apr 16, 2017 - 02:26
Visitors arrive at the Supreme Court as the Senate votes to confirm President Donald Trump's high court nominee Neil Gorsuch. The rule change was dubbed the "nuclear option" because it was considered an extreme break from Senate tradition.

isis-killer-beheading-video-story-top Mario Balotelli reacts to AC Milan's late equaliser against Inter Milan
Apr 16, 2017 - 02:26
The highly-intense historical Milan derby 2017 is set to be contested in the morning, possibly for the first-time ever. AC Milan's Cristian Zapata scored seven minutes into injury time to rescue a derby draw against Inter Milan.

isis-killer-beheading-video-story-top Bottas stuns Hamilton for Bahrain Grand Prix pole
Apr 16, 2017 - 02:25
We have to look at whatever we can do tomorrow, work together as a team and plan a good strategy for the race tomorrow. When he talks up Vettel in the way he does, Hamilton is also reminding Rosberg of what he will never achieve.

isis-killer-beheading-video-story-top Phil Jackson suggests Carmelo Anthony 'would be better off somewhere else'
Apr 16, 2017 - 02:24
We lost six in a row there which changed us from being a positive to a minus. "So we'll go forward with that". (No Eastern Conference team won 54 games this year.) They haven't been able to win with Phil Jackson .

isis-killer-beheading-video-story-top Turkey sees final day of campaigning ahead of landmark vote
Apr 16, 2017 - 02:24
The Erdogan government has used the emergency powers to conduct a sweeping purge of the military, judiciary and civil service. They say a stronger government will be better at fighting terrorism; the country has suffered several recent attacks.