As part of its bid to ‘build a better web for everyone’ Google has revealed it will introduce ad-filtering into the Chrome browser by early 2018.

Google plans to block ads that are not compliant with the ‘Better Ads Standards’ created by the Coalition For Better Ads. It is an industry group – which has members including Unilever and P&G – set up last year to come up with global standards on digital advertising to help rid the internet of annoying ads and formats that frustrate consumers.

Based on these standards, this would mean formats including pop-up ads, auto-play video ads with sound, full-screen scrollover ads and large stick ads would all be banned from Chrome.

To ensure fairness, Google said it will also ban its…