The ad blocker setting is accessible in Chrome's Site settings page under a new Ads section that states, "Blocked from some sites". As noted by TechCrunch, the ad blocker is disabled by default in this version.
The settings page indicates the blocker will target "ads from sites that tend to show intrusive ads" and features a toggle to enable or disable it.
The move is seen as controversial due to Google's dominance of online advertising and its potential to block ads from rivals through Chrome, which is also the most widely used browser in the world.
Google says its Chrome ad blocker will to stop showing ads, including its own, if they don't comply with the Better Ads Standards from the Coalition for Better Ads, an ad and publishing group of which Google is a member.
Google confirmed the ad blocker alongside the launch of Funding Choices, which allows publishers to present a message to visitors using an ad blocker and offer them to pay for a pass that removes all ads on the site. Users would pay the site through Google Contributor.