Presumably, then, the browser won't block Google ads. This includes pop-ups and auto-playing video ads, in addition to other ad types. If the plan is handled correctly, it could force sites to give everyone a better experience.
The Coalition for Better Ads released a list of ad standards in March that could provide a template for defining a bad experience. If it does, though, the ad-blocker will look at the types of advertisements a website is delivering and judge whether they meet an acceptable standard.
With its built-in ad blocker, Google reportedly wants to block third-party ad-blockers from getting more popular.
The move, according to the source of today's report, is a defensive one on Google's part.
In the U.S. Chrome has almost 47.5% of the browser market across all platforms, according to online analytics provider StatCounter. Its closest competitor is Safari with 14 percent and the rest are struggling with single digits.
Still, the WSJ notes that the idea isn't etched in stone and Google could still decide to drop the project.
Google's blocked will filter out ads deemed unacceptable by the Coalition for Better Ads. The search giant now pays Adblock Plus's parent company for exactly that. Would Chrome ever offer its own whitelisting service or will it stick to predefined standards set by an independent organization? It's also possible that the feature may not actually make it into the browser on the various planned platforms as it's also noted that Google isn't sure yet whether they'll be implementing it.
Android's native browser could block "bad ads" in a coming update and that's good for everyone. Considering that most of the world's major websites live and die based on ads (including this one), this is an effort to save the web as we know it. The WSJ says this isn't yet a done deal, but if it does come, it might be announced sometime within the next few weeks (maybe at I/O in mid-May?), so we shouldn't have to wait long to find out how much this rocks the online advertising industry boat.