Google said to be planning a built-in ad blocker for Chrome

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Google is working on an ad-blocker for both the mobile and desktop versions of Chrome.

In one possible application Google is considering, it may choose to block all advertising that appears on sites with offending ads, instead of the individual offending ads themselves.

Google developing its own proprietary ad blocker, as a company that, as The Journal rightly points out, made over $60 billion in online ad revenue past year may seem counterintuitive, but Chrome has taken the lead as the most popular browser, holding over 47% of the market (up from 41% in mid-2016). The increased adoption of ad-blockers has caused ample strain for many sites, some of which have buckled under the burden. A built-in blocker on Chrome could keep ads on websites that adhere to the Google-influenced standard of a better ad while blocking what falls "below the standard of consumer acceptability".

Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of USA users now employing the software on their desktop devices, according to some estimates. Already browsers like Opera come with an ad blocker pre-installed.

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Blocking ads, then, would seem counterintuitive for Google. That's according to sources speaking to the Wall Street Journal, who say that Google's ad-blocker would filter out ads that have been deemed as bad for users by the Coalition for Better Ads.

If it goes ahead with its plans as rumored, Google would instantly become the world's largest ad-blocker, while at the same time remaining the world's largest provider of online ads, giving it an extraordinary amount of control over the global ad market, while potentially undermining existing services such as AdBlock Plus. Today Chrome covers over 50 percent of the browsing market, according to Net Market Share, and Google would kill its income if it started blocking Google ads.

In the U.S. Chrome has almost 47.5% of the browser market across all platforms, according to online analytics provider StatCounter.

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