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Google developing built-in ad blocker for Chrome browser

Google developing built-in ad blocker for Chrome browser

That could be huge when you consider the fact that ads earned Google $60 billion in revenues past year, and that Chrome accounts for almost half all browsers used in the US.

However those extensions may soon no longer be necessary because according to a report from The Wall Street Journal, it seems that Google could be building an ad blocker directly inside Chrome itself. For instance, auto-playing video ads with sound and large sticky ads would be out. One thing that Google is still considering is whether its ad-blocker will only block the offending ads or if it will block all advertising that appears on sites with these unacceptable ads.

But why would a company that makes billions on advertising add a feature to its own free product that would block advertising? Most of the websites on the Internet rely on advertisements to generate their revenue and keeps the lights on, so to speak. Its closest competitor is Safari with 14 percent and the rest are struggling with single digits.

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Still, the WSJ notes that the idea isn't etched in stone and Google could still decide to drop the project. 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. But that also raises some alarm bells when it comes to Google's consolidation of power in this situation.

This may be a warning bell for site owners who 'might be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome.' Once implemented, the ad-block feature will be made compatible for both the desktop and mobile versions of Chrome. The sources indicate that Google hasn't ironed out all of the details yet, and that it may not ultimately go through with the feature. The increased adoption of ad-blockers has caused ample strain for many sites, some of which have buckled under the burden. We couldn't agree more. If they do end up introducing it though an announcement for the feature could be just a few weeks away, albeit without a time frame given for an actual launch.

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