Google is reportedly developing a way to block ads directly from the Google Chrome Browser, according to a new report from the Wall Street Journal.
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Google is reportedly adding an ad blocker to its mega-popular Chrome browser (GOOG, GOOGL)
Google is building an ad blocker directly into Chrome, according to a WSJ report.
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The ad blocker would be part of the Google Chrome Browser, which is the most popular browser in the US according to a January report from the federal government's Digital Analytics Program.
Such a move could have major implications for the online ad industry and the digital media publications whose businesses rely on ads. And it could also expose Google to criticism, since the company is a major player in the display ad market and it could theoretically 'white list' its own ads in the Chrome browser, while excluding ads of competitors.
Nearly 25% of US internet users had an ad blocker in 2016, according to research firm eMarketer. That number is expected to climb to 30% by 2018.
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Google's rumored ad blocker could be turned on by default for users, blocking ads that Google deems as not a good experience. According to the WSJ, the ads that don't make the cut would be from a list of ad types as defined by the Coalition for Better Ads, which it helped create. That could mean any ads that include video ads automatically rolling with sound on or the "prestitial ads" that pop-up with a countdown before you can access the page could be blocked by Google's new browser tool.
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