Google Chrome Brotli update
Google's Brotli update for its Chrome browser Getty Images

Google is planning to introduce a built-in ad-blocking feature to both the mobile and desktop versions of its Chrome web browser.

Rather than blocking all ads, the built-in feature will filter out more intrusive ads that result in bad browsing experiences for users, the Wall Street Journal reports. Google is expected to announce the feature within weeks.

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Sources told WSJ that introducing the feature was a defensive move designed to counter the rise of third party ad-blockers installed as Chrome extensions, which have impacted Google's own ad revenue streams.

Google generated more than $60bn in revenue from online advertising in 2016.

Industry commentators believe the move could lead to Google having greater control over the ad-blocking business given nearly half of internet users favour Chrome, according to StatCounter.

The use of online ad blocking tools has grown rapidly in recent years. About 26% of US users are using the software on their desktop devices.

The growth of ad-blocking tools is a matter of concern for Google as well as publishers and services that rely on advertising revenue, as many of them work with Google to help sell their advertising space.

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