Google has begun a new effort to block annoying ads on its Chrome browser, as part of an initiative aimed at improving the online advertising ecosystem that provides the bulk of its revenues.
The new ad filtering system rolled out this week aims to eliminate the most irritating marketing messages such as pop-ups, auto-play video ads and “sticky” boxes which cannot be removed.
The system was implemented by Google in partnership with the Coalition for Better Ads, an association which includes the internet giant and a number of media and advertising partners.
“While most advertising on the web is respectful of user experience, over the years we’ve increasingly heard from our users that some advertising can be particularly intrusive,” Google engineering manager Chris Bentzel said in a blog post ahead of the rollout Thursday.
“Chrome will tackle this issue by removing ads…
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