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Google is enabling a built-in ad blocker for Chrome, and the ad's filtering is designed to weed out some of the wonderful web's most annoying ads and push website owners to stop using them. Google is not planning to wipe out all ads from Chrome but it will be blocking all ads on sites that repeatedly violate standards set forth by the Coalition for Better Ads

Full page ads, auto-playing sound and video ads, as well as flashing ads, will be targeted by Chrome's ad filtering, which will hopefully result in less of these annoying ads on the web. “The majority of problematic ad experiences are controlled by the site owner,” explains Chris Bentzel, Chrome engineering manager. As a result, Google is taking a three-step process to tackling these bad ads by evaluating sites, informing sites of issues, and then allowing sites to correct problems before a block is enforced.

The ad blocker itself will show up in Chrome's address bar on the desktop and on mobile, a small prompt at the bottom of the screen will show that ads are blocked on a site. Both desktop and mobile users will have the option to allow ads on a site that's automatically blocked. Google says the aim of the ad blocker is to improve web ads and that 42% of sites that were failing the Better Ads standards have resolved their issues already.

Once ads are blocked in Chrome they will be filtered at the network level to prevent them from loading at all. Chrome will check a site against known ad-related URL patterns from the EasyList filter, blocking the request if there is a match.

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