Google Chrome to get own built-in ad blocker

To be clear, not all ads will be blocked, so Google is calling this an "ad filter" rather than an ad blocker.

Dubbed "Ad Experience Reports", the self-service tool will alert publishers about any offending ads and offer ways to fix issues with those ads. But it can also be viewed as a defensive move to give the company more control over what types of ads flourish on the Web, given that more people will turn to competing ad-blockers if Google does nothing.

Meanwhile, CNBC reports that Google will also present an option for users to pay to remove ads from a webpage. In simpler words, you'll see lesser pop-ups and auto-playing audio ads.

Google has been working on the ad-blocking feature as of April. While the ad blocker seems to be a huge leap in the promotion of clean and neat web pages, critics fear the possible manoeuvring of the said technology. To make things easy for publishers, Google will provide them a tool which they can use to assess whether their ads stand in violation of the set standard.

Google has today announced that it has joined the Coalition for Better Ads, an industry group dedicated to improving online ads. In a recent announcement, the company is warning publishers that it will start letting its Chrome Ad Blocker loose on low-quality ads.

The Wall Street Journal said, Google was referring to the feature as an ad "blocker" instead of an ad "filter", since it will still allow ads to be displayed on pages that met the right requirements. This results in the person blocking ads on all the websites they visit and Google feels there is a better solution to the whole thing. What's more, with Google the ultimate arbiter of good and bad ads, the search giant may be seen as wielding too much power - more so than it does now - in the online advertising game.

The website Business Insider is reportedly already part of the program.

"Funding Choices" will roll out first in North America, UK, Germany, Australia and New Zealand, it said in a blog. According to these standards of ads deemed as unacceptable advertising Content will be blocked on site by Google's Ad-blocking tool.

Google has confirmed it's getting into the ad-blocking game, as has been previously reported - but in a very limited way. The digital-ad giant's announcement comes as hundreds of millions of internet users fed up with ads that track them and make browsing sites hard have already installed ad blockers on their desktop computers and phones.

  • Anthony Vega