The Wall Street Journal reported last night that within a few weeks, Google may add an ad blocker to Chrome and turn it on by default. Here is what they said "Google is planning to introduce an ad-blocking feature in the mobile and desktop versions of its popular Chrome web browser." "The ad-blocking feature, which could be switched on by default within Chrome," the Wall Street Journal added.
This is probably in response to all the negativity recently around advertisers dropping Google over uncontrollable ad placements. Google is working hard to find solutions for publishers to control ads and also filter out bad ads, even from its own network (which is ironic).
Google will use the "Coalition for Better Ads" to define which ads to block. It is unclear if Google would by default allow Google ads and AdSense ads in by default. It is even unclear if Google will really lunch it. I suspect Google leaked this to the WSJ with the hopes of seeing feedback on what they should do.
Many webmasters and publishers are a bit shocked by the news. A WebmasterWorld thread has even moderators saying "this is very surprising."
But I guess, based on where Google is now, maybe it is the next logical move. Why fight with ad blockers when you can build your own and control which ads are blocked?
Forum discussion at WebmasterWorld.