It may seem counter-intuitive for a company that makes a large portion of its revenue from ads to develop ad-blocking software, but that is just what Google appears to be doing. Users would be able to enable ad-blocking within Chrome on the desktop and mobile versions of the browser, but further information on exactly how the feature would work are not known at this time. It is believed that Google would focus on blocking ads deemed unacceptable by the Coalition for Better Ads which include "pop-ups, auto-playing video ads with sound and 'prestitial' ads with countdown timers are deemed to be 'beneath a threshold of consumer acceptability.'" Doing this could provide Google with more control over what ads are blocked rather than relying on third-party applications such as Adblock Plus.
Source: Wall Street Journal
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