Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser. According to reports from the Wall Street Journal, The search giant is working on an ad filter that would be built into its Chrome web browser, people familiar with the plans confirmed.
The ad-blocking feature, which could be switched on by default within Chrome, would filter out certain online ad types deemed to provide bad experiences for users as they move around the web.
Google made around £47 billion from online ads last year.
With the overwhelming majority of Google’s income coming from advertising, ad-blocking is a problem for the company. The feature is understood to only block ‘unacceptable’ ads, rather than every single ad that appears.
In the U.S. Chrome has nearly 47.5% of the browser market across all platforms, according to online analytics provider StatCounter.
The idea is that if Google can tidy up the ads in Chrome, people won’t feel the need to install an additional ad blocker.
Reports claimed that the plans could be announced and rolled out in weeks – or withdrawn entirely.