Earlier this year, Google was rumored to be working on a built-in ad blocker for its Chrome browser and now it looks like it is happening.
The new ad blocker inside Chrome won't block every ad you see on the web - instead, it'll only block ads that are considered intrusive and go against the standards set by the Coalition for Better Ads.
Google has started testing the new built-in ad blocker for Chrome today on the desktop and Android devices. The latest canary release for Google Chrome includes a new option under Chrome's Settings where you can enable the new ad blocker inside Chrome.
Users can enable the new feature by going to the Content options inside Chrome's settings page (chrome://settings/content/ads). The built-in ad blocker should automatically block ads that are considered "intrusive". But Google Chrome also lets you strictly block ads on certain sites, and you can also choose to allow ads on certain sites if you'd like.