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Google’s Chrome browser will soon come with preinstalled technology that will block the most annoying ads currently marring the web experience, the company confirmed on Thursday.

Publishers will be able to understand how they will be affected through a tool Google is dubbing “The Ad Experience Report.” It will basically score a publisher’s site and inform them which of their ads are “annoying experiences.”

At the same time, Chrome will give publishers the option to force a choice on people running their own ad blocking software: whitelist the site so its non-annoying ads can display or pay a small fee to access the content ad-free.

Continue reading at AdAge.com