Google has recently revealed that they will be implementing their own ad-blocking extension for their Chrome browser. It will block ads according to the standards set by the Coalition for Better Ads group.

The ad-blocker will go live on Feb. 15, 2018. Unlike most ad-blocking extensions available today, Google's will not be blocking all ads, just the "annoying and intrusive" ones. The extension will work on both mobile and desktop versions of Chrome.

The addition of the extension marks Google's membership in the Coalition for Better Ads. This is a group that aims to get better advertising experiences for people who browse the web.

There are several ad categories that the Coalition for Better Ads deems as "intrusive" and "annoying." These standards are detailed on the group's official website.

For web services, first on the list would be the pop-up ads. Autoplay video ads that play sound are below standard, as well as prestitial ads. Prestitial ads are the kinds of advertisements that load first and block content by using countdowns and "large sticky ads."

On mobile platforms, both prestitial ads and poststitial ads are considered to be beneath the Coalition's quality standard. Pop-up ads, flashing animated ads, and autoplay videos with sound will be blocked as well.

Large sticky ads and rollover ads that cover the whole screen are below standard. Advertisements that have greater than 30 percent density on the display page will be blocked, as well.

Google promises that their ad-blocker will not be favoring their own ad services, even though most of the company's income is sourced from ad revenue.

Websites that have ads subject to blocking will also be notified through the Ad Experience Report Tool. Sites that fail to meet the standards within 30 days will find their ads removed. Web developers who want to re-enable their ads will be able to appeal to Google by applying for a manual review.