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Google plans to block pop-ups, auto-play video and prestitial ads: report

Google is planning to build ad-filtering plugins into Chrome browsers across desktop and mobile, the Wall Street Journal reports. According to the Journal, the feature will be turned on by default on browsers and will block pop-ups, auto-playing video ads with sound, prestitial ads with countdown, and other such ads that are defined as unacceptable by the Coalition for Better Ads (CBA), an industry group. The company also plans to block all ads on websites that do not adhere to CBA's standards, the journal adds. Google will not block ads that adhere to CBA's advertising standards. Google on its part has been stepping up efforts to block intrusive ads.  In February 2016, Google, which started blocking ad-blockers from the Play Store earlier, has stopped doing so after revising its policy. The company would now allow ad-blockers that were built for Samsung’s browser to stay online. Samsung recently rolled out ad blocking on its browser for Android devices that would allow third-party developers to build apps for blocking ads. Note that Google Chrome isn't the only browser enable ad-blocking. In May last year, browser maker Opera has integrated a native ad blocker into both the stable versions of Opera for computers as well as Opera Mini for Android. Why is Google doing this? The company currently owns dominates the advertising ecosystem on the Internet. But it has been facing increasing push backs from ad-blocking software and browsers. Nearly 26% desktops and 16% smartphones employ ad-blocking software globally, according to PageFair. Google pays companies…

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