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Google has announced its plan to add an advertisement filter to its Chrome web browser in early 2018.

Reports that Google was developing a utility along the lines of an ad blocker for Chrome first emerged in April 2017. Sridhar Ramaswamy, senior vice president of ads and commerce at the tech giant, confirmed this speculation on 1 June. He explains the development is a collaborative effort with the Coalition for Better Ads in support of the Better Ads Standards:

“In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.”

The Coalition for Better Ads is an industry group that’s dedicated to improving ad experiences for desktop and mobile web browser users. Towards that end, the Coalition created the Better Ads Standards based off research of over 25,000 consumers. These Standards pinpoint four types of desktop web ads and eight mobile web ads that fell beneath a threshold of acceptability for consumers.

For instance, users of desktop web browsers generally don’t like large sticky ads that take up as much as 30 percent of a browsing window and remain immobile at the bottom of the screen. By contrast, mobile users don’t enjoy full-screen ads that overlay a site’s content, forcing them to scroll over the ads. There’s also types like auto-playing video ads with sound that neither mobile users or desktop users want to see while browsing the web.

Source: Better Ads Standards

Essentially, websites need to abide by the Better Ads Standards when displaying advertisements to visitors. They can do so via the help of the Ad Experience Report and a best practices guide on what ads to use. Should a website fail to heed the Standards, Google will stop showing all ads for the site on Chrome and not just the annoying ones.

The tech giant is also expanding the reach of a feature called Funding Choices, which allows publishers to post a message to visitors asking that they whitelist their website on their ad blockers or pay a fee to access the content.

Funding Choices is already available in North America, U.K., Germany, Australia, and New Zealand. Later in 2017, Google will extend the feature to other countries.