Google Chrome will now block annoying ads

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It comes after Google in June past year announced it was building an ad blocker into its Chrome web browser to help improve the user experience by combating annoying and intrusive online advertisements.

There could be some relief starting Thursday, if you're one of the vast majority of people who use Google Chrome as your default browser. When a user navigates to a page via the Chrome browser, it will check whether the page belongs to a site that fails the Better Ads Standards.

For desktop PCs, that means pop-up adverts, sizable sticky adverts, video ads which autoplay with sound, and "prestitial" ads which present themselves with a countdown, making the user wait for a period of time before they can close them and move on to view the site content.

As part of the process, Chrome will remove ads from those sites that do not follow the Better Ads Standard.

Should everything run smoothly, all Chrome users will benefit from a more streamlined web browsing experience with less in-your-face advertisement interruptions.

Google is launching a built-in blocker in Chrome that is created to filter out ads it says repeatedly violate standards put out by the Coalition of Better Ads.

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The Chrome browser is in use on approximately 60% of computers and mobile devices, according to statistics from Stat Counter, W3Counter and Net Applications.

Given all of this it's easy to see why Google needed to act.

Here is the list of ads that will trigger Google Ad blocker. Which is good. As a publisher, we ban those ads on our site already. A message informing the user about blocked ads appear on the screen. Its goal is to push publishers to drop the worst kind of ads, the ones that drive users to install blanket ad blockers.

Google meanwhile has also claimed more that 42 percent sites with disruptive ads have already agreed to abide by the Better Ads guidelines, which is an indication their efforts are yielding fruit.

Roy-Chowdhury says all publishers can explore resources here to find out if their adverts contravene the standards.

The company said it will roll out new controls based on Better Ads Standards pulling ads that fail to meet the requirements. "We're hoping this will bring balance back in the web ecosystem".