This way the search giant can lock out other ad platforms.
This way the search giant can lock out other ad platforms.
It may seem strange that Google, which earns very well on ads, should start to block them.
Built-in tools
According to new reports from the Wall Street Journal, the search giant is working. The company is developing a tool that blocks ads in Chrome - both PC and mobile - and can be in place in a few weeks.
Google's blocking solution will not remove any ad on the web, but instead it will hide what the company believes is giving a bad online experience.
"The ad blocking feature, which may be enabled by default, will filter out some types of web ads that give users a bad online experience", writes WSJ.
Prevent use of third party solutions
According to the source of the newspaper, Google is developing its own tools to reduce the use of third-party solutions that thwart all ads, but also to block other ad platforms than their own.
For ads that give a bad experience, there should be popup windows, videos played automatically with audio and the like without countdown.
Google has so far not wanted to comment on the matter.