Search engine giant Google will introduce a built-in ad blocker in the Chrome browser to block “annoying” advertisements from February 15.
This date does not appear to be tied to a specific Chrome version.
Google will also include an option for visitors to pay websites that they’re blocking ads on, through a program it’s calling Funding Choices. Publishers will have to enable support for this feature individually.
There’s also a good argument to be made that stripping out irritating ads is no different than blocking pop ups, which web browsers have done for years, as a way to improve the experience for consumers.
The coalition announced the “Better Ads Experience Programme” which provides guidelines for companies using the “Better Ads Standards” to improve the experience of users with online ads.
However, all ads from sites where even one advertisement displayed does not meet those standards, even if the rest are technically in compliance, will be blocked.
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