Earlier this year in April, it was reported that Google is planning to add a built-in ad blocker for its Chrome browser, both on desktop and mobile. Though, the company confirmed that the feature would be available in 2018, but we’re now seeing the ‘Ads’ setting in Chrome Canary and Dev on the company’s mobile OS.

Android Police reported that the new toggle sits in the Site Settings section of Chrome, and will also be turned on by default. Google’s latest feature means an end to annoying and offending ads, specially those full-screen ads with bogus and vibratory messages.

Image: Android Police

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Google’s core business is in online advertising, so it might seem strange that the company is introducing an ad blocker to its browser. But it does make a lot of sense. Using the new functionality, company will be blocking the ads that are intrusive ones. By blocking such ads, Google hopes to refrain users from installing third party ad blockers that does impact its business.

It remains to be seen when we’ll get this feature in the desktop version of Chrome, but hopefully, that’d be soon.

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