Logging on to the Internet within Google Chrome is going to get a bit more satisfying to some users, as the company finally introduces its previously promised ad blocker to filter out those obnoxious ads.

It’s an odd spot for the company to be in, as it relies on ads as a significant source of its revenue.

By blocking some adverts on select websites, it seems as if the tech giant will also feel a slight financial hit in the near future.

Like most of us, you are probably tired of those annoying pop-ups trying to sell you something you are not interested in, or those damnable autoplay videos.

Well, any online publishers that are still making use of such techniques that are against the guidelines from the Coalition for Better Ads will have their advertising blocked within Chrome.

This is hardly a surprise, as this move was announced last year. Some publishers had plans to charge website visitors a nominal fee for using ad blockers from third-parties as a way to help combat the situation.

So say bye, to those prestitial adverts with countdown timers, sticky resizable ads that follow you as you scroll a page, and that autoplay with sound annoyances.

But before some of you jump for joy, today’s Chrome update won’t do away with ads entirely.

For online publishers to keep the lights on they still need a revenue source, and that’s primarily through advertising.

Also, the Chrome browser will let you know when something has been blocked with the option to disable blocking.

It’s a tough time for the digital landscape, as some companies are laying off staff, and while other prominent pioneers are running on borrowed time.

Within the foreseeable future, publishers will have to flirt with alternative revenue streams. For example, reputable companies like the New York Times offer a subscription model with varying levels of access to content. The popular tech publication Wired is also on the same path regarding monetization, as with The Guardian.

Something needed to be done to improve our online experiences, and I’m glad that it’s coming to fruition. I don’t mind ads if they aren’t getting in the way of consuming an article.

Ad Blocking Google Chrome

You’ve seen those websites when upon landing on a page, you feel a touch claustrophobic. All you want to do is smash the back button and head somewhere else.

Rahul Roy-Chowdhury, Vice President, Chrome:

We believe these changes will not only make Chrome better for you, but also improve the web for everyone. The web is a vital part of our day-to-day. And as new technologies push the web forward, we’ll continue working to build a better, more vibrant ecosystem dedicated to bringing you only the best experiences

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