In the report, the WSJ says that "according to people familiar with the company's plans" Google is looking to build an ad-blocker into both the mobile and desktop versions of Chrome which would block "bad" ads as defined by the Coalition for Better Ads.
The Interactive Advertising Bureau, an industry trade group of which Google is a member, has likened the cottage industry of ad-blocking companies to "highway robbery", "terrorists", and "inner city crack dealers" on various occasions.
Such a tool seems at odds with the company's primary revenue source, but Google thinks that it could actually deter people from resorting to other blockers in the long run, according to the report. By integrating their own ad blocker into their browser, they can work with sites to maintain the quality of ads deemed appropriate by the standardized guidelines, and edge out the competition (like AdBlock) that they pay in order to pass through AdBlock's filters. Since the Chrome now accounts for a large web-browsing globally, installing ad-blocker within it would mean more control to Google over ad-blocking.
Google experimented with generating income without showing display and banner ads on publisher sites in the United States.More news: International Monetary Fund ups forecast for Kazakhstan's GDP growth
In the industry, they call that a "win-win". You can read it here. In this case, site owners may need to ensure all of their ads meet the set standards.
If Google were to go with a single-ad-blocking feature rather than something that blocks all the ads on a website, it could prove to be a successful compromise between all-ads and no-ads.
Chrome already blocks window-spawning pop-up ads, but the move to block even more ads would still be a counter-intuitive one. This would give Google control over the ad-blocking market, the ad industry as a whole, and even over its competitors, which offer numerous "unacceptable ad" formats the coalition is targeting.
Almost 25% of US internet users had an ad blocker in 2016, according to research firm eMarketer.