Alphabet Inc.'s Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser, according to people familiar with the company's plans.
Google developing its own proprietary ad blocker, as a company that, as The Journal rightly points out, made over $60 billion in online ad revenue a year ago may seem counterintuitive, but Chrome has taken the lead as the most popular browser, holding over 47% of the market (up from 41% in mid-2016).
One thing is certain: unlike popular Chrome extensions like AdBlock, Google's own ad-blocker will surely allow some ads to come through, as it's clearly not in the interests of either advertisers or Google itself to block everything.
Google is hoping to suppress the growth of third-party blocking tools that charge for ads being white-listed, according to the WSJ. Google already ostensibly bans many of these types of ads anyway. However, this move will affect Google online revenue in vast.
Or it could just be something users download that kind of sounds like an ad blocker, so then they don't download a real ad blocker.
Google's goal here seems clear: to reduce the use of ad platforms other than its own and punish sites who create a less than desirable experience for users.
If Google were to go with a single-ad-blocking feature rather than something that blocks all the ads on a website, it could prove to be a successful compromise between all-ads and no-ads. Sites, very much like Ausdroid, rely on ads in order to keep the lights on, so we're also keen to keep the advertising minimal here, as well as, as "good" an experience as you can get.
An ad blocker could also bolster Google's already-enormous power in the digital ads market, on which it and Facebook now have a duopoly. But it's worth asking if this feature would even be an ad-blocker, at least in the sense that most people think of ad blockers.
The other option is to simply block the offending ads in the question.