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Google Chrome launches ad blocker

Google has launched its own ad blocker for Chrome in a move to prevent "intrusive" ads within its web browser.

The tech giants previously announced their intentions last year, and now the service has been rolled out to battle - amongst other things - auto-played video and full page adverts online.

In a blog post published on Wednesday (14.02.18), Google's Chris Bentzel further explained the way the system will work, writing: "Chrome will automatically block ads on sites that fail the Better Ads Standards.

"When at least one network request has been blocked, Chrome will show the user a message indicating that ad blocking has occurred as well as an option to disable this setting....."

The decision regarding which ads will be blocked will be determined by the Coalition For Better Ads (CBA), which is made up of companies including the likes of Facebook and Google themselves.

Meanwhile, Emily Tan - an editor at Campaign magazine - has suggested that the ad industry is generally accepting of the move from Google, and how the ad blocker will actually work.

She told the BBC: "At first, people were worried that it would be implementing ad-blocking across the board. Now everyone has a clearer picture of what it does."

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