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Google has been trying to make browsing the internet a more pleasant experience for a while now. In January the search giant lowered the rankings of thousands of sites that have pop-up ads and make content hard to access. While Chrome has plug-ins that can block ads, the company will be releasing its own ad-blocker built into the browser early next year.

Ad blocker from Chrome should work more like a filter instead of blocking all ads. It will only block ads that are found to be intrusive like videos that autoplay with sound or pop-ups that take over the whole screen.

The Coalition for Better Ads, which consists of Google, Facebook, News Corp, The Washington Post, and other members will help determine if the ads should be blocked or not. The coalition believes that advertising helps support valuable free content, robust journalism and social connections across the internet. The understand that consumers are increasingly frustrated with ads that disrupt their experience, interrupt content and contribute to slow browsing experiences. The Coalition for Better Ads will leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations.

Utilizing a the Coalition to determine whether or not an ad is in violation can help eliminate the conflict of interest Google by having its own ad platform. Even Google ads could potentially be found to violate the new guidelines and would be blocked as a result too.

While the Coalition will determine what ads should be blocked, others are skeptical, though, that the conflict of interest could cause Google to also block ads served by other companies that are not in violation. Hopefully, with some oversight from the Coalition, these fears can be eased, and everyone can enjoy a better browsing experience soon.