Google has been working on a plan to install an ad blocker onto its Chrome browser for both desktop and mobile versions, The Wall Street Journal reported this week.

It also has been considering a collaboration with Microsoft, Facebook and other firms to develop a set of standards that would determine which types of advertising to block from websites, according to AdAge. That effort presumably would aim at enhancing the consumer experience in a way that would not jeopardize ads from legitimate firms.

Google has been working closely with the Coalition for Better Ads and industry trade groups to explore a multitude of ways to support the Better Ads Standards, said a company spokesperson who declined to comment on the Chrome ad blocker rumor.

A group of major social media, advertising, trade and other groups last year formed the coalition to help standardize a set of protocols for eradicating malicious, fraudulent or annoying advertising from websites, while making sure consumers could see legitimate Web ads. Online advertising is the revenue lifeblood of many online firms, and the most attractive way for advertisers to reach their customers, particularly younger people.

Google and other companies in the Web search and browser arena have struggled to find ways to eradicate abusive advertising in recent years.

Ad Purge

Google earlier this year announced that it had removed more than 1.7 billion bad ads from its various websites in 2016 — more than double the prior year totals.

Facing several major suits and investigations related to abusive advertising, Google launched a crackdown on advertising from payday loan operators’ trick-to-click ads, ads that injected malware, ads that peddled illegal pharmaceuticals, and other types of fraudulent or abusive advertisements.

Two-thirds of…