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One thing that Google is still considering is whether its ad-blocker will only block the offending ads or if it will block all advertising that appears on sites with these unacceptable ads.

The first thought with this is that it very much seems like such a feature would cause Google to lose money, seeing how much of its business is based on ads thanks to Adsense.

The Chrome browser now accounts for a large portion of web-browsing globally, so switching on ad-filters within it could give Google more control over the ad-blocking situation, industry observers say.

It's rumored that Google could announce its built-in Chrome ad-blocker in the coming weeks, though it's possible that Google could also decide to abandon its project.

Those types of ads (defined expertly by The Coalition for Better Ads) are the ones we all hate: they play audio (loudly) as soon as you land on a page, or are the ads with countdown timers on them, and possibly the worst - the ads that have the hidden buttons to close them.

Google is reportedly planning to integrate an ad-blocker into its Chrome web browser - a move that would present some interesting implications for digital advertising companies, online publishers, and for Google itself. It would filter out only the ads Google deems unacceptable. The WSJ reports that Google doesn't love the deals it often has to make with third-party blockers like Adblock Plus, which require payment of fees in some cases to whitelist ads by companies like Google who are willing to pay for the privilege of working around their filters. Adsense ads would presumably remain, thus continuing the revenue stream for Google. Already browsers like Opera come with an ad blocker pre-installed.

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. To beat the ad blockers, Google must become an ad blocker.