Bye-bye ads! Google Chrome's integrated ad blocker to go live.

As of today, Google is firing up an integrated ad blocker in Chrome in a bid to combat what it calls 'intrusive' ads.

This basically means that when the feature goes live, Chrome will start blocking ads which do not follow the 'Better Ads Standard' as laid out in line with the consumer research by an industry watchdog.

Functioning

A behind-the-scenes peek at how the ad blocker will work
Google says it will evaluate a sample set of pages from any website and look for violations in the aforementioned Better Ads Standards. After scanning the site, Google will award a 'pass', 'warn', or 'fail' certificate.

Site owners will be given an opportunity to review their sites according to regulations for re-evaluation.

Users will be notified of any action by the ad blocker.

Desktops/Laptops

How the ad blocker will work on desktops and laptops
While normal ads will continue to function, Chrome's ad blocker will block the annoying ads.

Chrome for desktops and laptops will, from today, start blocking pop-up adverts, sizeable sticky adverts, autoplay video ads with sound, and 'prestitial' adverts which make users wait till the end of a countdown before they can access a website's content.

Mobile devices

Chrome's mobile ad blocker will be more stringent
When it comes to Chrome for mobile devices, Google has been much more stringent.

Chrome for mobile devices will block all of the aforementioned advertisements - including all prestitial ads - as well as animated flashing ads, full-screen scroll-over ads, and 'dense' ads which cover up more than 30% of the vertical height of a webpage.