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Google is currently working on launching an ad Blocking feature on its Chrome Web and Mobile browser. The ad blocking features can be turned on by default and is expected to weed out certain ads that ruin user experience.

The launching might take some time though since Google is currently working on to either introduce a full fledged ad blocker or introduce mechanism to weed out the bad ads. The ad types which are blacklisted include pop-ups, auto playing video ads with sounds and ads with countdown timers.

The company says that the publishers have to ensure that all of their ads prescribe to the new standards, else the company might end up banning the Adsense account of sites. The ad blocking step could be a good move to eliminate ads that play spoilsport and strengthen foundation for online ad revenues.

Currently, rivals like Opera and other third parties are offering third party apps to block ads and hence Google is currently working on bringing the same option to its own version of the Browser as the company is already a part of “Acceptable Ads” program offered by a company Eyeo GmbH and develops the popular ad blocking tool Adblock Plus.

As of now 26%of U.S users are using the ad blockers on their desktop. Along with Google, Microsoft is also working in bringing an Built in ad blocker to its Windows 10 Default browser, Microsoft Edge. The company is a member of the Coalition of Better Ads along with Google, Facebook and other members.

The new built in Ad blocker will only block ads that possibly violate the Better Ads Standards which have been set by the Coalition of Better Ads like the Auto playing video ads with sounds etc.

The companies are planning to release the new blocking mechanism by end of this year and if the new blocking mechanism actually succeeds, then it may improve the internet browsing experience for consumers drastically.

About The Author

Akshay Waghray

Akshay Waghray, who holds a degree in Computer Science, was a former technology news reporter for Windows Latest and his area of expertise include Windows. Articles contributed by Akshay have been referred by big publications such as TechRadar, XDA Developers, Future Inc, Purge, and others over the years. At Windows Latest, Akshay has written and edited thousands of articles using his decades long experience with Windows Server and Windows Update for Business.