Google and Partners Try to Block the March of Ad-Blockers

After seven months of work, the biggest digital advertising companies think they have a solution to the existential threat of consumers blocking online ads. Google, the biggest player in this world, is at the center of the plan, although the company and its partners are keen to present the initiative as a group effort.

The Coalition for Better Ads published a list of undesirable online ads earlier this year. Google plans to add a feature to its Chrome web browser that would disable those ads. The feature is designed for publishers, rather than a tool for consumers, and would operate the same way Chrome already filters ads that are undesirable in other ways like those that drain computer batteries, according to people familiar with the plans.