“These ads are designed to be disruptive and often stand in the way of people using their browsers for their intended purpose - connecting them to content and information.
“A big source of frustration is annoying ads: video ads that play at full blast or giant pop-ups where you can’t seem to find the exit icon,” said Rahul Roy-Chowdhury, vice president for Chrome. The change, announced in June, will see the dominant browser that is used by over 56% of internet users block some of the most intrusive ads including full-page prestitial ads, flashing animated ads and auto-playing video ads with sound. Google will start automatically blocking intrusive ads within its Chrome browser for desktop and Android from Thursday 15 February.
