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Google Adds Native Chrome Ad Blocker

Search engine giant Google is flexing its muscles once again as it releases an ad blocker that could have far bigger ramifications than just getting rid of pop-up ads.

Sridhar Ramaswamy, SVP for Ads and Commerce, announced the Google Chrome Ad Blocker on Thursday in a blog post. He mentioned that some people find pop-up ads annoying and intrusive, which leads them to block all ads, to the detriment of legitimate publishers or content creators out there who consider ads as their lifeblood.

Google is an active member of Coalition for Better Ads, which recently issued a set of standards for the industry in order to improve ad content for consumers.

The new update provides two new major additions: First is the Ad Experience Report, which helps websites better understand the benchmarks set by the coalition. It also provides tips on how to get rid of the annoying ads. Second is the Funding Choices, which allows marketers to reach out to visitors using the ad blocker to enable their own ads.

As for Chrome, Google will employ the ads standard by default. "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," Ramaswamy wrote.

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