Google announced plans some time ago to integrate a native ad-blocking mechanism into the company's Chrome web browser.
The announcement may have come as a surprise to many as Google makes the bulk of its revenue through advertising.
I assumed back when I wrote about it for the first time that Google's primary intention was to stop or slow down the use of third-party ad-blocking. I still think that this is Google's main intention, as it seems unlikely that Google will convince many ad-blocking users to uninstall third-party ad-blockers to rely solely on Google Chrome's native solution.
Pessimists might argue that Google may have intentions to block third-party ad-blockers in Chrome eventually. I would not rule that out entirely, but there is no evidence for that yet.
Webmasters were informed by Google that their sites had to pass a manual review. Sites that did not pass the review would have ad-blocking disabled while sites that did pass the review did not.
