Google considers inserting ad-blocker into Chrome

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Google Chrome is on more than half of online devices across the world. Google may be adding a new ad-blocking feature when it rolls out a future generation of Chrome in both desktop and mobile, according to Marketing Land. The announcement has not been officially confirmed by the titan platform yet.

If it is added, the ad-blockfeature would be incorporated as a default setting which can be deactivated by the user if desired.Marketers are concerned about the impact on their own industry if Google goes through with this plan.

Until recently, Google was reported as being against ad-blocking but has come under fire in recent months for “intrusive intersititials.” Some believe this accounts for the turn-around. The new Google blockers would focus on ads that did not adhere to a certain quality that is considered “acceptable” to consumers. The standards are set by a group called the “Coalition for Better Ads,” which put out a litany of “acceptable” formats last month.

Another possible motivation driving Google to entertain the idea of ad-blocking may be the third party paid blockers that sell the service to users. The tactics used by such independent companies has been viewed as unethical by the IAB. An estimated 600 million devices (PC and mobile) run some kind of ad-blocking program across the globe as of the end of 2016, about 62 percent of them were mobiles.

Google Chrome holds a 52 percent market share globally, and it holds 52 percent in North America with Safari in second place at 29 percent. On the other hand, in North America, Apple Safari dominates the online mobile sector.

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