Google is well aware of the fact that online ads are becoming a nightmare for users. With all those auto-play ads and frequent pop-ups, it has become more challenging than ever to browse, watch a video or read anything on the web. However, to make things run more smoothly for users, the Internet giant is apparently planning to add a built-in ad-blocker to the Chrome browser.

Google Chrome ad-blocker
WikimediaImages / Pixabay

Filtering ads based on set standards

According to The Wall Street Journal, both desktop and mobile versions of websites might be given the ad-blocking system which will remain activated by default. However, it will only weed out the ads which do not align with the standards set by the Coalition for Better Ads. For instance, the coalition deems “prestitial” ads with countdown timers, pop-ups, and auto-playing video ads with sound as intrusive and “beneath a threshold of consumer acceptability.”

Google, however, has yet to make up its mind about whether to block individual ads or all advertising on any site that does not comply with the “threshold of consumer acceptability.” According to the WSJ, the company may reveal the ad blocker in few weeks, “but it is still ironing out specific details and still could decide not to move ahead with the plan, the people said.” As of now, there have been no comments from the company on the matter.

Online analytics firm StatCounter claims that Chrome holds about 52% of the worldwide browser market share. Rival Safari is far behind at approximately 14%. The rest of the search engines have a market share in the single digits. Just last year, the company earned about $60 billion in revenues from online advertisements. If Google comes up with a policy of allowing only those ads which comply with the standards, other browsers will not be left with much of an option except to do the same, notes Gizmodo.

What Google aims to achieve with an ad blocker on Chrome

Google is seeking to achieve two targets – a better user experience and eliminating third-party ad-blocking add-ons — notes AndroidAuthority. Over the past few years, third-party apps and add-ons which offer the ad blocking feature have been on the rise. There are also apps that offer paid services to advertising companies for allowing their ads to go through their “wall.”

Google does not seem to be very fond of services like Adblock Plus which enable companies to pay and get through the “Acceptable Ads” list. For now, Google itself is paying Adblock Plus’ parent company for the same service.

There are also concerns that if the company builds an ad-blocking feature inside Chrome, it may prove a counterintuitive measure because the majority of the company’s revenue comes from online ads. However, sources aware of the plan told the WSJ that it is a defensive move.

Nevertheless, an ad blocker could further beef up Google’s huge plans in the digital ad market, an area it rules with Facebook. If it is widely adopted by everyone, the search giant would also be a negotiator of all the ads people see, notes Mashable.