Google Is Developing Its Own Ad Blocker for Chrome It would specifically target adverts deemed "beneath a threshold of consumer acceptability."

By Matthew Humphries

This story originally appeared on PCMag

Thomas Trutschel | Getty Images

Regardless of which web browser you use, ad blocking is available through plug-ins or browser extensions. They are here to stay, with any moves made to render them useless by online publishers soon overcome. Google's revenue comes from advertising, meaning ad blocking is most certainly on its radar. So you may be surprised to hear the search giant is developing its own ad blocker for Chrome.

This isn't a typical ad blocker, though. Google would rather you didn't block any of its adverts, but at the same time, it doesn't want users having a bad experience with poor advertising. And that's where this ad blocker comes in. According to The Wall Street Journal, Google's ad blocker would focus on adverts "beneath a threshold of consumer acceptability."

Examples of below threshold advertising include auto-play videos with audio, pop-ups and prestitial ads that delay access to a site's content using a countdown counter. And there's bound to be many more types.

Google is still experimenting with the ad blocking system and could choose to shelve it. But if it doesn't, both desktop and mobile Chrome users should expect an announcement within the next few weeks about the new feature.

As well as potentially offering users a better experience, an official ad blocker from Google would certainly help keep advertising partners and publishers in line. Any advert detected on a website that falls below the Google-defined threshold could see all advertising blocked, which directly impacts revenue. It simply isn't worth it to chance Google blocking your ads.

Matthew Humphries

Senior Editor

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Science & Technology

Build a Profitable One-Person Business That Runs Itself — with These 7 AI Tools

Discover seven tools to automate content, leads and sales so you scale solo.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

The Fastest-Growing Startup Ever Just Surpassed $500 Million in Annual Revenue. Here's Why It Keeps Growing, According to Its CEO.

Anysphere is the startup behind Cursor, a popular AI coding assistant now used by more than half of Fortune 500 companies.

Growing a Business

I've Built 22 Companies in 89 Countries — Here's Why a Clear Mission Is the Ultimate Growth Hack

A mission statement is the foundation of a company and should be developed before a business ever accepts a transaction.

Growing a Business

5 Steps to Negotiate Confidently With Tough Clients

Negotiation should never be a battle. Follow these steps to shift your mindset and negotiate with confidence.