from the turn-off-your-adblocker-to-see-this-content dept.
"According to people familiar with the company's plans:"
The ad-blocking feature, which could be switched on by default within Chrome, would filter out certain online ad types deemed to provide bad experiences for users as they move around the web.
[...] In one possible application Google is considering, it may choose to block all advertising that appears on sites with offending ads, instead of the individual offending ads themselves. In other words, site owners may be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome.
Google declined to comment.
The ad-blocking step may seem counter-intuitive given Google's reliance on online advertising revenue, but the move is a defensive one, people familiar with the plans said.
Uptake of online ad blocking tools has grown rapidly in recent years, with 26% of U.S. users now employing the software on their desktop devices, according to some estimates.
Submitted via IRC for TheMightyBuzzard