Rumor: Google puts adblocker in Chrome

Google wants to build an ad blocker in Chrome and turn it on by default. That writes the American business newspaper The Wall Street Journal. The adblocker should block ‘irritating’ ads and allow acceptable material, although Google is still considering where the limit should be.

The adblocker should work on both the desktop version of Chrome and the mobile version, which together have hundreds of millions to several billion users worldwide. Google would like to announce the move within a few weeks, The Wall Street Journal reports citing multiple sources. The decision has not yet been made internally whether the advertising company will indeed build in the adblocker.

It is a defensive move, the sources say. With this step, Google wants to prevent users from switching to another browser that does offer the function or installing an adblocker as an add-on. The companies behind those add-ons can then earn money by charging an amount from Google, among others, for letting certain advertisements through.

Google would like to rely on a list of acceptable advertising methods, such as the one drawn up by the Coalition for Better Ads. Pop-ups, autoplay videos, and ads that cover content with a countdown aren’t allowed under those rules. Known as the search engine company, Google makes almost all of its money from selling online ads. Chrome would allow Google’s ads.