Google is looking to release a new ad-blocking feature in the mobile and desktop versions of its Chrome web browser, the
Wall Street Journal reports. The new feature, which can be turned on
by default, will be able to filter out online ad types that have the potential to deliver a poor consumer experience. The ad types that fall into that category are defined by the Coalition for Better
Ads, an industry trade group that's devised standards for troublesome ad types such as pop-ups, auto-playing video ads, and others. "In one possible application Google is considering, it may choose to
block all advertising that appears on sites with offending ads, instead of the individual offending ads themselves. In other words, site owners may be required to ensure all of their ads meet the
standards, or could see all advertising across their sites blocked in Chrome," the
Journal reports.
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