Google Chrome will block extremely disruptive ads starting today

Google Chrome's ad blocker goes live tomorrow to kill annoying online ads

The Better Ads Standards were developed following a survey of 40,000 internet users in North America and Europe.

Google, frustrated with "annoying" advertisements involving techniques such as pop-ups and loudly auto-playing videos, is from Thursday using its Chrome browser to strike back.

Google is launching an ad blocker for its browser Google Chrome, which will remove pop-up ads that appear on your screen.

"The most intrusive ad experiences include prestitial ads (those full-page ads that block you from seeing the content on the page) and flashing animated ads", blogged Chris Bentzel, Chrome's engineering manager, citing a survey of 40,000 United States and European web users.

Publishers are greeting the launch of Google's ad blocker with a mixture of relief and unease, pleased that it is purging intrusive ads but anxious over the internet giant's power to quickly overhaul the industry.

The company is basing its decisions on which ads to block on standards set by the Coalition for Better Ads that studies which ads "fall beneath a threshold of consumer acceptability".

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200 million people around the world now use ad blockers, and Google earned over$72 billion from advertising in 2017 and with Chrome accounting for 47.5 percent of the USA browser market the company is obviously keen to protect its revenues. Also, given the popularity of Chrome, providing a built-in ad-blocker would make people search for such tools less often and decrease their adoption over time. For mobile devices, the list expands to include full-screen scrollover ads, flashing animated ads, etc. Google claims that since it kicked off this initiative, "42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing".

Chrome is far and away the most popular browser on the web: it is used for 56 percent of all accessed pages.

There was some confusion from publishers who reacted on Twitter to the Google Chrome stance. Which is good. As a publisher, we ban those ads on our site already.

Exhausted of annoying online ads? Many news sites such as The Wrap or the Chicago Tribune have experienced a decline in online visits as web users avoid having to deal with their pop ads.

Google said that websites are evaluated by examining a sample of pages from the site.

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