That could be huge when you consider the fact that ads earned Google $60 billion in revenues past year, and that Chrome accounts for almost half all browsers used in the US.
As expected, Google declined to comment on the matter, but given Chrome's market share in the U.S. - which is nearing 50 percent - and given the fact that a significant portion of Google's revenue comes from online advertising, it'll be interesting to see how Google plans to implement its own ad-blocking feature into Chrome and the fate of third-party add-ons.
In the industry, they call that a "win-win".
Google reportedly plans to base its filter on the standards for non-intrusive advertising set by the Coalition for Better Advertising.
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The feature will block certain types of ads that ruin users' browsing experience, such as pop-ups, auto-playing videos with sound, sticky ads that take up a lot of screen real estate and prestitials that count down before you can get to the content you meant to see.
People familiar with Google's plans say that the move is to provide better experiences for users and to prevent the growth of third-party ad-blocking apps. Already browsers like Opera come with an ad blocker pre-installed.
Bundling an ad-blocker into Chrome would be a big move by Google.
Given that nearly half of all internet users in the United States use Chrome as their browser of choice, the move could be disastrous for advertisers and online publishers. It's also a concern for other online publishers and services that rely on advertising revenue to support their businesses, many of which work with Google to help sell advertising space on their properties.
Chrome now accounts for 58.64% of the browser market share according to Net Market Share, and providing ad-filters within it would, overall, give Google more control over ad blocking.