Google is planning to add a built-in ad blocker to its Google Chrome, and to possibly turn it on by default for all users. The ad blocker would filter out certain ad types deemed to provide bad experiences; Wall Street Journal reports.

Image credits: Ron Amadeo / Arstechnica

Report is nothing less than a shocker. The report also suggests a major conflict of interest for Google. As the Chrome covers over 50 percent of the browsing market, and Google would kill its income if it started blocking ads. But of course, the company won’t block Google ads.

Though industry observers, as reported by Wall Street Journal, say the Chrome browser switching on ad-filters within it could give Google more control over the ad-blocking situation, as the continued growth of ad-blocking is a worrying trend for the web giant.

By introducing and inducting its own ad-filter, Google is hoping to stop the further growth of third-party blocking tools, as well as a better control over the ads to stop the ‘bad’ ads, and benefiting consumers with more user-friendly standards for ads.

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Third-party ad-blocking solutions like Adblock Plus actually charge customers money to display ads to Adblock Plus users, and Google already pays for this “Acceptable Ads” program. Running its own ad-blocker might at least reduce the fees the company pays to third parties.