Back in June, the search engine company, described in one of its press releases its adherence to the Better Ads Coalition. Sounds great right? But what is this all about? The Better Ads Coalition is an organization composed of leading international trade associations and companies that are actively involved in the online scene and are currently working together to improve online ads, support valuable free content and robust journalism. The goal is providing a better overall user experience for consumers. Google’s take at this project translated into providing new tools for publishers so that they, in turn, provide better ads for their readers, best practice guides, as well as an updated Chrome version that incorporates a native ad-blocker.

The first time we heard about the new filter back in June, we also got a release date for it: the beginning of 2018. In contrast of what we heard one month ago, the ad-block feature is already available for the canary version of Chrome for Android and in case you guys want to give the feature a test, open your Chrome browser from your smartphone (the canary version) head to the Settings tab then select Ads. You will now be able to see a blue toggle labelled “Ads” with the following description :“Block ads from sites that tend to show intrusive ads.”

Although we all know that online ads represent an important part of the revenue behind all the work big websites are putting in for providing free content to its users, we can not also help ourselves mentioning that some of them are going way too far for revenue. The result is that the overall user experience suffers greatly.

We really do not think that pop-ups, auto-playing videos or full-screen scrollover ads, just to name a few are bringing anything good when it comes to user experience while browsing a particular website. While these kind of things we all obviously want to see less, we will have to see which are the actual kind of ads Google decides to block. It would be also interesting to see wheter only “aggressive advertisers “will see smaller sums on their paychecks or the entire industry will take a hit.

Keep in mind that the current version of this feature is still under development and bugs are expected to surface if you do decide to give it a try as we speak. This seems to also be the reason behind the fact that the stable versions of Chrome as well as the desktop one are not supporting it for now.