Google Chrome is set to include an in-built advert blocker in 2018.
The web browser will block all adverts – including ones served by Google – on sites with ads that don’t comply to anti-spam regulations.
Once sites remove the offending adverts, regular ads will be allowed to return.
According to VentureBeat, Chrome’s own ad blocker will go live on February 15.
The move comes as part of a campaign to cut down on intrusive and disliked advert formats on sites.
The Coalition for Better Ads is an organisation looking to improve online adverts and user experience by cracking down on bad ads.
Allow Exco Player content
This content is provided by Exco Player and may use cookies or similar technologies. Please click 'Allow and Continue' below to load the content.
The thought is that better-implemented and less intrusive adverts would discourage users from installing full ad blockers which majorly impact website revenues.
Read More
Unfavourable adverts include pop-ups, videos that auto-play with sound, and timed ads that require a certain amount of count-down time before disappearing.
Members of the Coalition include Google, Facebook, Microsoft, News Corp, and the Washington Post.