Google may be looking to introduce native ad blocking to its mobile and desktop versions of the Chrome Browser, according to an un-named inside source.

The upcoming change would block all ads that are not up to the standards defined by the Coalition of Better Ads. The standard defines a rigorous guideline that ads must follow, most of which center around being unobtrusive to the user experience. Ad types that are on the hit list include pop-up ads and ads with auto-playing media.

The upcoming change may block an entire website’s ads if it detects just one offending instance. This forces the site to more closely regulate its advertisers and ensure all ads are up to par.

The move may be a defensive one as Google could be looking to curb the growth of third party ad blocking services by integrating their own ad blocker into Chrome that simply blocks out the extra bad stuff. By blocking only ads that negatively affect user experience, Google can possibly reduce demand for third party ad blockers which block all ads including those from Google.

According to some recent estimates, 26% of all desktop users have some form of ad blocking programs installed and its presence is slowly reaching into the mobile sector as well. This has become a major issue for websites that provide free content to users however, still need to pay for staff, infrastructure, and other costs. Many sites have begun implementing defense mechanisms that don’t allow users access to their site unless they whitelist the site on their ad blockers.

Google has yet to comment on this new feature.


Source: Wall Street Journal