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

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

While AdBlock Plus, through browser extensions, starts kicking out ads right away, Chrome's ad-blocker works in a slightly different way.

Even if it does take a short-term hit, Google will figure that by improving the overall quality of online advertising it will reduce the number of people installing ad blockers that cut out most online ads.

However, having more control could allow them to make better use of their ad platform as they will be the deciding authority on whether to block ads or not.

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.

Although Google insists their goal is to make a more enjoyable experience for the users, the new ad blocker also represents a big obstacle for publishers, who rely entirely on advertising for funding their business.

This highlighted their particular aversion to formats such as full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.

Essentially, what will happen going forward is that Google will apply the "Better Ads Standards" when it is deciding what adverts to block. "To us, your experience on the web is a higher priority than the money that these annoying ads may generate".

Users of the browser-that is to say, well over half the people who surf the web-will no longer see any ads at all on websites that regularly throw up such annoyances. They have a 30 day period to fix it, otherwise Chrome will automatically block them.

The discovery by Google is also significant because the ads do not appear to be from the same Kremlin-affiliated troll farm that bought ads on Facebook - a sign that the Russian effort to spread disinformation online may be a much broader problem than Silicon Valley companies have unearthed so far.

Rival firm Adblock Plus has analysed how effective a CBA ad-detection tool can be, in terms of its ability to block ads described in a CBA white paper published a year ago.

The Coalition for Better Ads identified that ads tend to disrupt user experience and result in slow browsing.