According to an article in The Verge, Google is rumored to implement native adblocking in Chrome.
The option would be opt-in, and it would remove any and all “unacceptable” ads as defined by Coalition for Better Ads industry group. Those types of ads include pop-up ads, autoplay videos, and what are known as prestitial ads, or those ads that are often fullscreen and show up before you’re taken to the homepage or desired website.
The majority of web users have installed adblockers by now, and adblockers have been increasingly recognized as a malware fighting tool, preventing drive-by exploits by targeted malvertising.
Native Adblocking would be a good way for Google to control the agenda, and to push the Coalition for Better Ads style of advertising – a way for the advertising industry to reign in the wild-west style of user profiling, malvertising, and generally making web browing a bad experience.
This is definitively a step into the right direction, but too little, too late.