Google has had enough of those "annoying" advertisements.
Google's Chrome has declared war on ads, something that does sound incredible considering that ads happen to be the lifeline of the company's revenues.
Google reported that 42 percent of all sites that didn't meet Better Ads Standards when the blocker was announced in December had updated their ads to meet the requirements as of February 12, and more are expected to do so as the blocker is rolled out, Windows Central reported.
When a site is identified by Google's Ad Experiences Report as running "bad" ads, it will have to make changes to avoid ad blocking.
After you're done with that, hit the comments and let us know what you think about the new feature - and whether it might bring you back to Chrome if you've abandoned it for another. But with this new strategy, Google could sidestep third-party ad blockers and act as its own advertising gatekeeper.
The coalition surveyed more than 40,000 internet users in North America and Canada to find out which ads they considered most annoying.
A survey of 40,000 U.S. and European web users found that the most intrusive ads were full-page ads that hide the content of a web page and flashing animated ads, according to Google.
Several high-traffic websites have already heeded Google's warning by removing or changing their intrusive ads, including the Chicago Tribune and LA Times.
Instead of instantly blocking adverts that contravene the rules, Google is giving websites 30 days to rectify the situation and then if they've failed to update their adverts by then, they'll be blocked.
He added that this policy would apply even if sites contained Google ads.
Knapp says Google can afford to put a stop to pop-ups and sticky ads. With the more disrupting ones kept out of the way, Google is hoping the better ones continue to remain in existence, which again is where its revenues come from. However, this is the first native ad-blocker integrated into the Chrome web browser.
However, users who simply want to block as many ads as possible may seek other solutions.
Exactly how Google's ad filtering works in practice remains to be seen, but according to numbers provided by the company, 42 percent of the sites that had been failing the standards when Google's plans were first announced are now passing.
There are additional ad types being blocked on mobile devices where users have less screen and less control over the experience.