Add-ons like ABP and uBlock Origin are available across platforms including Chrome, Firefox and Microsoft Edge, but building in blocking is going a little further. Chrome has held the line against certain kinds of pop-ups and other web annoyances, but so far the Brave browser has been the main one leading with ad blocking (and replacing) as a feature. By building in a blocker that cuts out the most annoying types, the WSJ notes, Google could try to keep users from installing one of the extensions that block all ads or, keep them from switching to another browser.

@PabloniusMonk @hallstephenj @googlechrome @brave Let's wait and see. Google already in antitrust trouble, will be in more if they block 3rd party ads but not Doubleclick. @Brave prevails. — BrendanEich (@BrendanEich) April 19, 2017