Google Chrome News Update: Browser Will Introduce Ad-Blocking Feature In Mobile And Desktop

Google is not slowing down when it comes to improving its popular browser, Chrome. The team is now working on an ad-block feature to control advertisements on its mobile and desktop versions.

The new ad-blocking feature is on by default on Chrome browsers. It will filter certain online ad types that provide bad experiences for users as they surf online, The Wall Street Journal reported. Chrome browser accounts for a large portion of web browser globally. In the U.S. alone, Chrome has 47.5% of the browser market across all platforms. Thus, switching the ad-filter will give Google more control over the ad-blocking situation in the industry.

The ads that are considered unacceptable are those that does not make it into the standards defined and released by the Coalition for Better Ads last March. The standards consider ad formats like pop-ups, auto-playing video with sound and "prestitial" with countdown timers as something that are "beneath a threshold of consumer acceptability."

Google is also reportedly considering blocking all advertising that appears on sites with offending ads, instead of dealing with each ad individually. Thus, ad companies need to make sure that all their ads meet the standards or all of their words will be blocked in Chrome.

However, there are rumors that some charge fees to let their ads pass the filters. Aside from this concern, there is a growing concern over ad-blocking that generates over $60 billion in revenue from online advertising in 2016. This is also a threat to online publishers and services that rely on advertising revenue to run their business.

Google has yet to comment on this ad-blocking feature. However, many are expecting the company to announce it soon.

Earlier on, Google made their browser faster and safer when it released Chrome V56. It came with additional security features and fixes for a more enjoyable, faster and safer browsing, CIO reported.

How do you find Google's effort to continuously improve Chrome? Drop a comment below.