Google moves to block 'annoying' ads in browser

Google is working to block "annoying" ads in its Chrome browser, part of a broader effort by industry players to filter out certain types of marketing messages that draw complaints.

"We believe online ads should be better. That's why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads," said Sridhar Ramaswamy, Google's senior vice president for advertising in a blog post Thursday.

Google's move, in the works for some time, could end up reducing some ads served and impact its own revenue, but it aims to improve the overall web experience and discourage third-party ad-blockers that could have a more dramatic impact.

Ramaswamy noted that "annoying" ads prompt some people to use ad-blockers that stop all advertising content, hurting revenue for content creators.The group released guidelines earlier this year for ads on both mobile and desktop. But some analysts say it will be difficult for Google and others to set standards that please all parties.

"We can be certain that none of Google's own sites or ad formats will be affected by this filter, but we can also guess that there will be something of an outcry from publishers feeling that Google is favoring itself while disadvantaging others. It's going to be fascinating to watch this play out over the next few months."

According to the research firm eMarketer some 27.5 percent of US internet users will use ad blockers this year.