Google's Chrome browser to wipe out bad ads

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"We are committed to joining with publishers to improve the user experience online and are encouraged by the hundreds of sites who have stopped using intrusive ads in the past few months", a Google spokeswoman said.

The company said the Chrome browser will then automatically block any adverts it finds in breach of the guidelines when visited - with a notification then sent to users telling them what has happened. They generally exclude only the most invasive ads, such as full-screen prestitials and flashing animations. For instance, they might throw ads towards visitors like the bullets from a machine gun.

Google has had enough of those "annoying" advertisements.

But Google is also doing itself and other advertisers a long-term favor.

Google says that as of February 12, 42% of sites that were previously failing the Coalition's standards have resolved their issues, so the ad blocker is already showing results.

Google has been laying out how the new feature will work, and the types of adverts that will be under threat, as it looks to push websites to stop relying on them.

"At first, people were anxious that it would be implementing ad-blocking across the board", she told the BBC. The company has steadily been preparing this roll out over the months, updating its Ad Settings and Muting functionalities in an effort to give users more control over the ads they see.

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Site owners will be given an opportunity to review their sites according to regulations for re-evaluation. The choice is preserved on a per-site basis, so if you allow ads on a particular site, the choice is good only for that site.

Ads will get a "passing", "warning", or "failing" grade from Google depending on how frequently the violate the Better Ads Standards.

After you're done with that, hit the comments and let us know what you think about the new feature - and whether it might bring you back to Chrome if you've abandoned it for another. Facebook is already waging its own war against clickbait in its crackdown on fake news and related activities.

However, Google wields enormous power.

But the question remains whether the purveyors of objectionable ads will develop technology to detect what browser is being used and serve different forms of ads according to the browser.

The analysis found that the CBA blocker failed to prevent ads that re-positioned article text on a web page while users were reading it, for example to make way for auto-playing video ads. As browsing on mobile devices becomes mainstream this problem can only grow. A number of porn sites also appeared.

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