Google has been planning for quite a long time to introduce an ad blocker to its browser Chrome. This is not likely to be launched until 2018, but the company decided to test it in the Chrome developer build. It can be viewed on Android if you use the Canary app.
Google appears to be testing its ad blocker
Caschys Blog was responsible with detecting the ad blocker. They found it in Canary in the Preferences tab, under the form of a toggle. However, the option is turned off by default. If you can’t find the feature in Canary, it is because not all users have received it yet, as it seems to be only a server-side update.
Some might say it’s not really fair from Google to block all ads, but this feature won’t block everything. The ad blocker targets only the content which is not in accordance with the company’s policy regarding intrusive ads. This includes pop-ups, which are already blocked on Chrome, autoplay content, and those countdown ads which have you waiting until you can view what you’re interested in.
The Coalition for Better Ads
Google developed these guidelines together with other big companies, including Facebook, Thomson Reuters, or News Corp. They all formed the Coalition for Better Ads, in an attempt to improve the users’ browsing experience and keep intrusive ads in place.
Google won’t remove all ads, since they are its most productive source of revenue. In fact, embedding a selective ad blocker in its browser is a clever strategy. If it removes disturbing ads, users will no longer resort to installing third-party apps which keep all sponsored content away.
If you still want to stick to your third-party add blocker, you will soon stumble upon websites powered by Google which will ask you to turn it off. Also, if you want to have an ad-free browsing experience, you can choose to pay a fee and never be bothered again.
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