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BEIJING, April 20 (Xinhua) -- Google plans to launch ad blocking in mobile and desktop Chrome browsers, according to the Wall Street Journal.

Ad blocking, which is turned on by default in Chrome, filters certain types of online ads to avoid a bad experience while users are online.

Google may release the feature in a few weeks, but the company is refining some details and may eventually abandon the plan.

Unacceptable ad types will be based on standards disclosed by the Alliance for Better Ads in March. According to these standards, screen ads, audio-based auto-play video ads, and pre-reached ads are considered "below the consumer acceptance threshold."

In one way Google might consider operating, if a site uses offensive ads, it might block all ads on that site, rather than simply blocking offensive ads. In other words, site owners need to make sure that all your ads meet the criteria or face "sitting penalties."

Google declined to comment.

Because Google relies on online advertising for revenue, the ad-blocking feature seems counter-perfunct, but people familiar with the matter said the move was self-defense.

Ad blocking tools have increased dramatically in recent years. It is estimated that 26% of U.S. users currently use the software on desktop devices.

Google hopes to curb the further development of third-party ad blockers by developing its own ad blockers, according to people familiar with the matter. Some third-party tools charge advertisers "buy money."

Google, for example, has paid Eyeo, the software company, to avoid being blocked by the company's Adblock Plus ad blocking tool.

But the continued growth of ad blocking tools has worried Google, which generated more than $60 billion in online advertising in 2016. Other online content publishers and service providers, many of which work with Google to sell ads on their websites, are also concerned.

Industry watchers say Chrome now has a large share of the global browser market, so developing ad blockers could help the company gain more control over the ad-blocking industry.

Chrome's total browser share on major U.S. platforms is close to 47.5 percent, according to StatCounter, a market research firm.

(Source: Sina Technology)

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