Here's how Chrome will filter annoying ads

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If it determines that you are indeed visiting a domain with irritating ads, the filter will check network requests on the page against ad-related URL patterns in order to block those ads.

Good news for those still not using an adblocker, and bad news for sites that repeatedly display annoying ads. As I pointed out earlier, this isn't a real ad blocker.

Put another way, 1 in every 40 pageviews is allowed to have a non-compliant ad and a site will still get all its expected ad revenue from Chrome users. It said that while some of the ads that violate the standards have intrinsic problems, in other cases, the problematic experiences are the fault of the site owner - displaying high ad density or prestitial ads with a countdown.

Some of the websites affected by this change could also contain Google ads, Mr Roy-Chowdhury confirmed. Android users will instead see an "Ads blocked." message on the bottom of their screen, which can be tapped to access a toggle that enables the ads.

If the site has not been reviewed, the report will not show anything.

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In a post to the Chromium blog, Google says that it will evaluate sites using sample pages, and make a judgement on whether the site adheres to the standards outlined.

Keeping a promise made in June 2017, Google reminded publishers that on February 15, Chrome will begin removing intrusive ads from sites that do not follow the Better Ads Standards. Those sites with a failing status will be subject to what Google calls 'ad filtering', which will come into effect 30 calendar days from the date it sends an email to the site owners. Meanwhile, on desktop, the interface is similar to Chrome's existing pop-up blocker in the right side of the Omnibar. The company noted that as of February 12, 42 percent of sites that were previously "failing" the Better Ads Standards have since resolved their issues and are now "passing". The company is mainly looking to prevent disruptive ads from derailing the entire web ecosystem.

"We've already seen more and more people express their discontent with annoying ads by installing ad blockers, but blocking all ads can hurt sites or advertisers who aren't doing anything disruptive", writes Rahul Roy-Chowdhury, vice president of Chrome.

"It's clear that annoying ads degrade what we all love about the web".

Websites with full-page ad interstitials, ads that unexpectedly play sound, and flashing (animated) ads risk being graded as "Failing" and having all ads blocked in Chrome after a 30-day warning period.