Google has received a lot of feedback from Chrome users who are frustrated with annoying ads. They’re video ads that play at full volume or giant pop-ups with a hidden exit icon. These ads are designed to be disruptive and get in the way of people who just want to use their browser to access the content they want. Google has reiterated that it’s going to automatically block all ads on websites that repeatedly display the most disruptive ads.

Starting February 15th, Google Chrome will automatically stop showing all ads on websites that repeatedly serve the most disruptive ads after they have been flagged.

To ascertain which ads are not to be shown, Google is using the Better Ads Standards from the Coalition for Better Ads which is an industry group dedicated to improving the online ad experience. Google notes that some sites affected by this may also contain Google ads. With a significant chunk of web traffic coming from the Chrome browser, these sites are going to lose money when legitimate Google ads on their websites are blocked as well.

Google may earn less money because of this as well, but the company says that “To us, your experience on the web is a higher priority than the money that these annoying ads may generate—even for us.”

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