Citing “people familiar with the matter,” the Wall Street Journal is reporting that Google is working on an integrated ad-blocker for both the desktop and mobile versions of its Chrome browser. Unlike other ad blockers, which filter out all ads, the Chrome ad blocker is said to remove only the ads which provide “bad experiences for users.” Objectionable ads would include those that don’t meet the standards set by the Coalition for Better Ads, and Google could block all ads on websites that have some unacceptable advertisements.
Incorporating an ad blocker seems like an unusual move for a company that earns its money from advertising, but the story sources said that it’s meant to defend against the growing popularity of third-party ad blockers. If Chrome does get the new feature, it will put a new burden on Web developers who will need to make sure that any ads on their sites comply with the standards.
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