This year, Internet browser Opera added an option that allows users to block online advertisements. Brave browser, from one of the creators of Firefox, quickly followed suit and blocked all online advertisements by default. Rather than jumping into the ad-blocking bandwagon, tech giant Google has announced that such feature will not be integrated into the company's flagship browser, Chrome.

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In a statement acquired by CNet, Chrome vice president of engineering Darin Fisher said, "We feel like there are a lot of challenges in advertising. There are a lot of wrong ways. If publishers and advertisers do ads the right way, it can be great for the users and for the ecosystem."

Ads are an important money-making component for any online venture, whether that be on the desktop or mobile platform. While these ads allow tech giants like Google and Facebook to earn money without charging users to use their services, these same ads are sometimes the reason for websites loading slowly, consuming more battery, infringing privacy, and sometimes even a vessel for distributing malware.

To help deal with this problem, and perhaps to erase the negative connotation about ads, Google helped create the Coalition for Better Ads initiative, according to NDTV. The project will work on establishing a standard in the advertising business.

Among the members of the effort include tech giants like Facebook, News Corp., and The Washington Post. Advertisers like Proctor & Gamble, and Unilever also showed support. More importantly, advertising groups like the Association of National Advertisers and Interactive Advertising Bureau have all shared their support to the initiative.

Google said that it is also working on some technical exemptions regarding the use of ads, especially on slower networks. The search giant added that it is working on a new technology that will allow advertisers to run their scripts without hurting the network performance of a device.