Three months ago, Google was reported to be working on an inbuilt ad blocker for its famous browser, Chrome. It seemed weird since Google’s primary business is centered on ad revenue and having an inbuilt ad blocker on their browser that is quite widespread was an interesting move by the company.
Well now, we are able to see what Google was working on thanks to an update released on the Canary version on Chrome for Android.
The ad blocker is quite hidden in Chrome Canary and you can find it by going to the Ads option which is under Site settings. When you tap on it, you will be shown a toggle which will allow you to “block ads from sites that tend to show intrusive ads” as shown in the above screenshot.
As reported before, Google’s intention with the ad blocker on Chrome is to block ads that defy the standards Coalition for Better Ads like pop up ads, auto-play video ads with sound, countdown ads and large sticky ads. These sort of ads are used quite frequently in the online publisher space and could mean loss of revenue for publishers that have them on their sites.
The appearance of the ad blocker on Chrome Canary for Android means that it is on track to be added on Beta Chrome soon and probably in the regular version of Chrome some time in the future. This could also be effected on the other versions of Chrome on desktop and other platforms.