Microsoft and Google reportedly planning on adding a built-in ad blocker to Edge and Chrome

Google was recently rumored to be adding a built-in ad-blocker to its Chrome browser. Google is not the only company that might be adding a built-in ad-blocker to its browser — in fact, Microsoft may also be working on bringing a built-in ad-blocker to Windows 10’s default browser, Microsoft Edge.

According to AdAge, Microsoft, Google, Facebook, and a couple of other members of the Coalition for Better Ads are reportedly discussing the idea of the built-in ad-blocker in browsers. The ad-blocker in Microsoft Edge and Google Chrome won’t be the run-of-the-mill ad-blocker where all ads in a web page get blocked. Instead, the “new” ad-blocker will only block ads that possibly violate the Better Ads Standards set by the Coalition for Better Ads. For instance, things like auto-playing video ads with sound, pop-up ads, large sticky ads would get blocked by this new technology.

The report claims that the members of the Coalition for Better Ads might release the new blocking mechanism to remove ads that violate the Better Ads Standards by the end of this year. Stu Ingis, counsel to the coalition and attorney at Venable LLP, told AdAge:

“The end game here is to remove these types of ads which are undercutting the consumer internet experience. Truthfully, those ads can potentially and seriously undercut the broader internet ecosystem.”

The Coalition for Better Ads is still apparently in the process of “drawing up its roadmap” which will apparently be ready in the coming weeks. It is unlikely the new ad-blocking mechanism on Microsoft Edge and Google Chrome will arrive anytime soon — but if the new mechanism succeeds, the internet browsing experience for consumers may improve radically.