Google, the world's largest ad serving company, will soon start blocking ads.
It's finally happening: On February 15, 2018, Google's Chrome browser will start blocking some ads, regardless of whether you have a separate adblocker installed.
That means Google, the web's largest advertising company, will decide which ads you can see and which won't be blocked in your browser. 
Should we be happy or worried about Google's upcoming move?
Google isn’t going to block all ads, just those on sites that “violate” its standards.
In a blog post announcing the change, Google said it would block all ads on sites that violate the standards set by the Coalition for Better Ads .The coalition is made up of tech companies like Google, Microsoft, and Facebook, along with media outlets like the Washington Post and Reuters. Together, they’ve come up with a list of types of ads they deem unacceptable. The culprits? pop-ups, video ads that automatically play video and audio, and more.
Yes, we agree, these ads are not acceptable to the public, as they make browsing the web much more difficult.
Starting February 15, the desktop and mobile versions of Google Chrome will start blocking all of these ads on any site that uses them. Let's mention that Chrome is used by 60% of web users today.
But there is a potential downside. Google, the world's largest advertising company, will block ads and control the behavior of websites that do not belong to it. Or does it actually own everything? Either way, once again we can be aware of Google's excessive power.
This, of course, is not unprecedented
This isn't the first time this has happened. Big tech companies have changed things with their public browsers, with very positive results.
Apple, for example, never supported Adobe's Flash technology on its devices, a decision that yielded a much more robust HTML5-based Internet that we all enjoy today.
The early blockers that appeared in Mozilla Firefox and Internet Explorer undoubtedly hurt media revenue in the early 2000s, but they made the web less stressful (popups were a lot more prevalent back then).
Google has done something similar in the past. Chrome already blocks auto-play audio ads, for example, and has disabled Flash by default.
So Chrome's upcoming ad blocker could be a simple tweak that aims to improve the web for the end user.
But is it the only reason Google does it?
Google is one of those companies that offers everything or almost everything for free. Chrome and Android, for example, are freely available to anyone who wants them.
But is Google such a philanthropic company? There are many publications on the web that claim that everything Google does is motivated by expansion, the collection of every piece of information, and ultimately the absolute dominance of the company. For profit, of course.
Google's software is extremely popular, but it doesn't make money. Google essentially has one revenue stream: the almost absolute dominance of online advertising.
Any ad blocking software, such as Adblock Plus and uBlock Origin, directly threatens the company's revenue. Every user who installs an ad blocker cuts off revenue from the company. So Google thought of blocking annoying ads that make the web awful, and create the desire to use an ad blocker.
Google will decide and block all ads on any illegal website with this change. This may be beneficial for consumers in the short term, but who sets the limits for Google not to exploit this extra power later?
The upcoming ad blocking from Chrome gives Google the ability to intervene and dominate any online competitor. Too much?
Just give it some time…
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