Google is preparing to unveil its next-generation ad-blocking software as early as this week, according to a report from the Wall Street Journal.
Ad blockers will be used to block adverts from appearing on sites such as the Huffington Post and Vice.
It’s unclear how much time the new software will take to gain traction, but a new version of AdBlock Plus, which was introduced in March, is expected to be rolled out sometime this month.
The new software is expected, according the report, to be the first version of the technology to target the Internet’s “slowest” ad-sales channel, Google AdWords.
Google previously rolled out a new tool to target AdWords ads on mobile phones, but the tool has only been tested in a handful of countries, including the US and China.
Adblock Plus will be the “first version of ad blocking technology to be targeted specifically at slow, slow AdWords,” according to the WSJ.
“Ad blocking is a great thing for our users, but it’s not a great idea for the average user,” said Google’s chief marketing officer, Joe Sullivan, in a blog post announcing the new ad blocker in March.
“Google is going to bring AdBlock to the masses, and we will be there to tell them.”
Google has long been trying to bring ad-blockers to the web.
It introduced AdblockPlus to Google’s AdWords platform in 2013.
Its newest offering, AdBlock, has since been tweaked to target Google’s search results, but its core functionality remains the same.
“With AdBlock you can see the ads you’ve been blocked from seeing, and can choose to block the ads as well,” Sullivan wrote in a statement at the time.
“You can also block ads on YouTube, Facebook, and other platforms without blocking the websites from which you’ve chosen to access them.
You can also opt to have a banner on your page instead of a message.”
Sullivan added that AdBlock will also “allow advertisers to place a banner directly on your webpage or blog without having to redirect people to a third-party website or search engine.”
He continued: “AdBlock Plus is a simple yet powerful tool that can be easily integrated into a range of different sites and platforms, from social media and mobile apps to search engines and web browsers.”
However, Google is not the only company trying to make use of ad-selling tools to block ads.
Microsoft recently launched a new ad service called AdWords Ads, which allows advertisers to create “ad-targeted ads” that will appear when users visit their website.
The company’s new platform, which launched in February, is designed to help advertisers reach their audiences, but many users have expressed concerns that the service could make it harder for them to reach their target audiences.
Advertisers have expressed concern that AdWords is not always “accurate,” or that it doesn’t reflect the true popularity of their ads.
In addition to the new platform and AdWords, Microsoft is also reportedly developing a tool that will allow advertisers to target people based on their location, and to allow advertisers’ campaigns to be tailored to those audiences.
The AdWords system is already being used by other companies to target users, including Twitter and Facebook.
Microsoft’s new AdWords AdWords service has already been tested by more than 10 million people, and more than 20 million people have signed up to use it.