By necessity, any scenario for global improvement in digital ad experiences has to include the biggest ad seller in the world.
What is an unacceptable ad you may wonder?
Fearless and plugins like Ghostery block ad trackers that can invade privacy.
Google has joined the Coalition for Better Ads, a group that offers specific standards for how the industry should improve ads for consumers - full-page ad interstitials, ads that unexpectedly play sound, and flashing ads are all banned.
Zoo brings in OB-GYN for humans to deliver baby gorilla
This photo provided by the Philadelphia Zoo shows a newly born western lowland gorilla resting on its mother Kira in Philadelphia. The surgeons, anesthesiologists and an OB-GYN were prepared to respond if anything went wrong during labor or Kira's pregnancy.
Google has also launched a new self-service tool, the Ad Experience Report, to help publishers determine whether ads pass muster, and provide guidance for removing those that don't. Google's ad blocker will only block ads when they don't conform to the Better Ads Standards, which means that sites with tame ad experiences will be spared.
Intrusive ads and ad blocking extensions have been the source of much discussion recently, as the increasing use of ad filtering has led to a significant decrease in online content creators' bottom lines, with many publications even starting to withhold their content until they've been whitelisted. Google also has created a list of best practices illustrating the types of ads that consumers can put up with.
In a blog post, Sridhar Ramaswamy, senior vice president of ads and commerce, outlined the company's new strategy for dealing with ads as part of an effort to build "a better web for everyone". About one-quarter of US users are using some form of ad-blocker, and the numbers are higher in other countries.
By introducing the ad-blocking tech to Chrome, Google hopes to wrestle control away from the likes of Adblock Plus, which charges fees for whitelisting ads from certain companies. From early 2018 it will block any that fall foul of the Better Ads Standard, including, it says, those owned or served by Google itself.
The Ad-blockers has already available for the publishers in North America Uk, Germany, New Zealand, and Australia.