Google has previously outlined its plans to kill annoying ads on web pages, and it’s turning the Chrome’s new built in AdBlocker feature on in version 64 of the desktop and mobile app today.

An industry group called the Coalition for Better Ads – of which Google is a founding member – has defined standards for what qualify as intrusive ads. The list includes full-page interstitials that appear before a page loads, flashing animated ads, and videos that autoplay with sound.

“98.5 per cent of the web is fine,” Scott Spencer, director of product management for sustainable ads at Google, says. “It turns out it’s a case where it’s a very small number of websites that are driving consumer frustration with ad experience… a few bad actors are causing a problem for everybody.”

On the mobile side, Chrome will pop up a notification if a user lands on a site where all the ads are blocked allowing them to allow adverts on that particular site.

While it’ll likely hurt publishers initially as they adapt to the strict standards, the move to block obtrusive ads seems like a good idea for users. Google says it’s received plenty of positive feedback from testers so far; let’s see how its experiment fares at scale in the real world.

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