It might be possible that Google would announce their own ad-blocking tool in the coming Google Chrome updates.
According to a report by WSJ, Google is implementing the feature inside their Chrome browser on both the desktop and mobile versions. This will reduce Google’s dependency on third-party ad-blocking. And its really hard to believe that, such a big company which handles on of the largest advertising platforms in the world. But the reason is quite different.
The official announcement about this feature might be announced in the coming weeks and it would block the ads such as pop-ups, auto-playing video ads with sounds, etc., which fall into the category of unacceptable ads defined by the industry group Coalition for Better Ads.
An increase in the adoption of ad-filtering tools has been observed and advertising platforms like Google have to pay a huge amount to make their ads acceptable on tools like Ad Block Plus, given that the ads are not intrusive.
Google going for their home-grown ad-blocking tool would save their cash and also give them more control over the advertising space. Google Chrome’s massive user base would be an advantage for the Mountain View.
If Google ends up luring users to use their default ad-filtering tool, this might come as a hard blow to the business of the companies running various ad-blocking platforms.