Starting today, Google will award ads a "passing," "warning" and "failing" designation and block some of the most annoying, including pop-ups and auto-playing videos. ----- Tired of annoying online ads? There could be some relief starting Thursday, if you're one of the vast majority of people who use Google Chrome as your default browser. Google is launching a built-in blocker in Chrome that is designed to filter out ads it says repeatedly violate standards put out by the Coalition of Better Ads. Pop-up ads? Check. Auto-playing video ads? Yep. Large sticky ads? You know, the ones that stay on your screen even as you try to scroll past them. Those are on the blacklist, too. Of course, Google is simply putting in its own version of what many users have already installed by third parties. And, not surprisingly, as The Associated Press notes, "many of Google's own most lucrative ads will sail through its new filters." "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. "We're hoping this will bring balance back in the web ecosystem." Ads will get a "passing," "warning," or "failing" grade from Google depending on how frequently the violate the Better Ads Standards.
