Google is reportedly planning to include ad-blocking in Chrome, getting rid of the need for a third-party extension. The Wall Street Journal reports Google is working to include the feature in its mobile and desktop browsers.
Chrome’s ad-blocking would get rid of all “unacceptable” ads based on their categorization by the Coalition for Better Ads. That means autoplay, pop-up, and prestitial ads wouldn’t appear.
Google hasn’t decided exactly how to implement the technology. It may exclusively block the aforementioned ad types or it may block all ads on a site that uses any of those ad types.
If this feature can keep people from using other ad-blocking tools, Google will have a way to maintain its revenue, since regular site ads wouldn’t be blocked.