Google recently announced that it is working on making Chrome better for your smartphones. One of the top feature expected in the upgrade is the riddance of annoying advertisements while you navigate between websites. The latest browser by Google is called as Chrome Canary and it will enable users to turn off ads on web pages- the ads which the company thinks are 'intrusive'. When it comes to browsing on mobiles, the biggest problems are the pop-up ads and autoplay videos and it is a good thing that Google has finally decided to get rid of them. This is clearly the tech giant waging war against ads on phones as well as on other applications which block ads. Meanwhile, you can use the app on your smartphone by downloading it from the Play Store, but it is currently an unstable version so, beware. While using the app, you will see an ad blocking toggle. This feature essentially does nothing as of now. According to a Mashable report, Google has said that the service is not functioning at the moment. But if the idea of the feature is thought about, one would realise that the button can be one of the globe's most important things in the future. Chrome is undeniably one of the most used browsers all over the world. This essentially means other companies will have to do as Google pleases them to. Google's rules will cast a spell on most internet firms as they will have to reshape and transform ad buying moves, based on the search behemoth's standards. Also read | Your employer tracking what you type? Here\u2019s how your company might be monitoring you at work Meanwhile, we do not expect the feature to come anytime soon, perhaps next year. But, Google's ploy to play diplomatically by saying that the standards are based on a common agreement (Coalition For Better Ads principles) may not go down well with many. As of now, Google and Facebook have a stronghold in the online ad sector. Reports have said that Google has a bigger sway in the industry which comprises of media firms and ad tech groups. A report in Digiday brings out all the conspiracy theories regarding Google's moves. The so called 'hidden motives' include: the company wanting to 'solidify its ad business', 'clear competition in video ads', a much simpler 'more users for its browser' and more. Watch out weekly tech review here: Interestingly, according to a report in The New York Times in 2004, there was a sudden rise in the prices of pop up ad blockers because such things had flooded the web. While the industry has changed, with more money involved, there are some things which are similar. While there is no more pop up ads, auto play videos have taken their place. Also, there is a sudden movement of people from PCs to smartphones now, so there is more innovation involved based on smaller screens. This may result in another '2004'-like situation. So, Google's move will prevent third party ad blockers from creating havoc, but it is also worrisome for giving Google the steering wheel. This is also because the company has reportedly not been responsive to Interactive Advertising Bureau, of which it is the largest body. Reports have suggested that the tech firm has not been clear with partners when it comes to metrics of advertising. Also read | Google Play Store to rank apps based on performance While there is every reason to like the move, there is enough ground for being sceptical too. But as of now, we have to wait and watch for the 'button' which matters the most.