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    April 25, 2017

    Google seemingly has plans to build an adblocker into Chrome

    google chrome adblocker

    According to new reports, Google is apparently developing an adblocker that would be deployed as a native feature of its Chrome web browser.

    Thanks to a new report by the Wall Street Journal, it has emerged that Google is developing a built-in adblocker that might prevent intrusive adverts from being displayed on computers and mobile phones by default.

    It is speculated that Google could announce its new feature within the coming weeks, and that the company plans to outsource the definition of unacceptable adverts to the Coalition of Better Ads.

    Read: Google releases a new, revamped version of Google Earth

    The coalition itself is a consortium constituted by major advertisers and agencies, and established prescriptive standards based on a research study that polled some 25,000 people.

    What could Google end up blocking? The Consortium is telling, deeming pop-up ads, auto-play video ads with sound, presitial ads with a countdown, and large sticky ads unwanted on the desktop.

    On mobile, the Consortium advises that pop-up ads, presitial ads, ads with a screen density greater than 30%, flashing animated ads, auto play video ads with sound, postsitial ads, full-screen rollovers, and large sticky ads inadvisable.

    The move might seem a counterintuitive move for Google – given that the company makes a reported 86% of its income from advertising – but the firm’s decision could help prevent users from opting to enable more aggressive adblockers that disable solutions like Google’s AdSense system.

    Chrome has, of course, had the ability to prevent pop-ups for years unless a specific website is whitelisted, and requires any adverts hosted through Flash to be activated first through enabling the Flash plugin.

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    Google has thus far declined to comment on whether it is developing an adblocker, though the firm has commented that it is “working closely with the Coalition for Better Ads and industry trades to explore a multitude of ways Google and other members of the Coalition could support the Better Ads Standards.”

    What are your thoughts? Would you be more tempted to use Chrome if it came with a built-in adblocker? Be sure to let us know your opinion in the comments below!

    Follow Bryan Smith on Twitter: @bryansmithSA

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