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Publishers that don’t meet Google’s standards for creating good advertising experiences might want to up their game: an upcoming version of Google Chrome could block more ads on mobile and desktop.
Early next year, the search engine browser will come pre-installed with ad-blocking technology to automatically filter ads that are deemed to be too annoying or burdensome. According to a blog post published today by Google, Chrome in early 2018 will begin blocking all ads that don’t comply with the Better Ad Standards—a set of rules that Google says provide “clear, public, data-driven guidance” for the industry.