Google Chrome has been the most popular web browser around the world. Hundreds of millions of users all over the globe use it on a daily basis. The browser comes from Google, and has been hailed to be one of the best web browsers of all times. In a latest development, Wall Street Journal has been reporting that Google intends to introduce ad-blocking features in the browser!

It is strange that Google, a company which earns a significant portion of their revenue via online advertising would like to introduce an ad-blocking feature in their own browser. However, Google intends to use this feature to block the annoying ads. These are the ads which tend to disrupt the users browsing experience rather than providing them with value. This feature, Wall Street Journal reports, would be turned on by default. It would automatically block those ads that Google finds unacceptable. Pop-up ads, autoplaying video ads, as well as ads with countdown timers will all be blocked after this.

It is also possible that Google might as well go strict on these unacceptable ads. WSJ reports that this ad-blocking feature might block all the ads on a website which has one of these unacceptable ads. This could be muscle flexing by Google, considering a major portion of web traffic comes via Google Chrome, this might lead to more advertisers moving on to Adsense.

Reports indicate that Google plans to introduce this ad-blocking feature in Google Chrome for desktop as well as mobile. As of this moment Google has declined to comment on it. While nothing is certain as of now, if Google is indeed trying to bring out such a feature, it could either spell doom for other ad providers, or it would be Google saying “foot, meet axe”. Stay tuned with us for more updates on the story.