Google, an ad company, will soon block 'bad ads' in Chrome

Chrome with built-in ad-blocker may target the most obnoxious ads

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.

Those types of ads (defined expertly by The Coalition for Better Ads) are the ones we all hate: they play audio (loudly) as soon as you land on a page, or are the ads with countdown timers on them, and possibly the worst - the ads that have the hidden buttons to close them. For instance, auto-playing video ads with sound and large sticky ads would be out.

It's also suggested that Google will block every ad on a site with a rule-breaking one so that site owners and advertising companies will better police the advertising.

But why would a company that makes billions on advertising add a feature to its own free product that would block advertising? However, this move will affect Google online revenue in vast.

Essentially, the search giant wants to two things out of this: to provide better user experiences and to put an end to the growth of third-party ad-blocking add-ons.

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%. The search giant now pays Adblock Plus's parent company for exactly that.

This brings up the question as to what ads would be Google consider unacceptable. In those cases, companies like Google may have to pay to get their ads exempted from the filters, something it could do for free with its own solution.

It's still just a rumour from the WSJ, however they do have fairly decent contacts, so we'll probably have to wait a while more to see where this goes.

The WSJ believes that the feature could be ready to launch in just a few weeks, though as with any Google product in development it could also not ever see the light of day.

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