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.
It's also suggested that Google will block every ad on a site with a rule-breaking one so that site owners and advertising companies will better police the advertising.
As Google's Chrome browser supports extensions, this has led to the creation of a variety of different ad blocking extensions and services.
The move, according to the source of today's report, is a defensive one on Google's part.
The feature would filter out "unacceptable" ads defined by the Coalition for the Better Ads, an industry group that realised a list of ad standards in March.
Google Chrome has been the most popular web browser around the world.
International Monetary Fund sharply cuts Mideast oil exporters' economic growth forecasts
The global economy is expected to grow 3.5 percent in 2017, up from 3.1 percent previous year , and 3.6 percent in 2018.
Acknowledging the uptake of ad-blocking tool from third-party firms in the past by many, Google is interested in launching its own ad-blocking feature for the defeating the objective. Today Chrome covers over 50 percent of the browsing market, according to Net Market Share, and Google would kill its income if it started blocking Google ads.
It's not just you, online ads are getting worse.
The decision to create an ad-blocking solution could also be a way to get ahead of the uptick in users adopting ad-blocking software - have released statistics revealing that over 25% of Americans employ an ad-blocker on their desktop computers, with the number expected to rise to 30% by 2018. Most of the websites on the Internet rely on advertisements to generate their revenue and keeps the lights on, so to speak.
This brings up the question as to what ads would be Google consider unacceptable.
Lots of folks run ad-blocking add-ons in their browsers, but soon Google may be adding an ad-blocker of its own to Chrome. But it's worth asking if this feature would even be an ad-blocker, at least in the sense that most people think of ad blockers.