Partly though this is a fight back against the increasing use of ad blockers that block Google's own ads and is aimed at the most annoying ad types like pop ups and autoplay videos.
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.
Blocking presents more of a problem on mobile devices where 16 percent of users now block ads, compared with 11 percent that do so on desktops.
Google's Chrome web browser has launched an ad-blocker that is created to prevent "annoying" and "intrusive" ads being shown to users. Those auto-playing videos and the pop-ups are really annoying.
Interestingly, the latest move to curb all ads, which are disruptive will also impact websites that contain Google ads. Yes, pop-up ads are blocked, and Google will be informing you with a pop-up notification.
"We want the web to be a place where businesses can thrive and make revenue, but also a place where users can have a good experience", said Ryan Schoen, Google's product manager for web platform work at Chrome.
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The student attended Kamiak High School previous year before transferring to ACES Alternative School this fall. He made his remarks during a late Wednesday appearance at a technology conference hosted by Goldman Sachs .
From now on, the tech giant's new blocker won't allow advertising that doesn't meet the standards promoted by the Coalition for Better Ads - an advertising company which helps support valuable free content, robust journalism and social connections across the internet.
According to Google, the Better Ads Standards will evaluate how well websites comply with the standard, inform websites of any issues encountered and offer the opportunity for websites to address identified issues. "This is the outcome we are were hoping for - that sites would take steps to fix intrusive ads experiences themselves and benefit all web users".
Chrome is the most-used Web browser around the world.
"As of February 12, 42% of sites which were failing the Better Ads Standards have resolved their issues and are now passing", wrote Bentzel.
Following multinational technology company, Google's announcement in June previous year about a new feature that will remove "intrusive" ads, users can now finally say goodbye to these ads, reports The Verge.