Google recently launched an ad-blocker the made for Chrome. The browser extension aims to be a reasonable alternative to aggressive ad-blockers available today.

Google's blocker is more like a filter that blocks unwanted ads according to certain guidelines. Not all ads would be obscured, but a website's most annoying ads will most likely be blocked.

The guidelines that Google follows when determining what ads to block are based on the standards set by the Coalition for Better Ads. This means that full page advertisements will be blocked. Ads that automatically play sound and video, plus flashing ads will be on the list of blocakble items, as well.

In addition to blocking said items, Google will also push webmasters not to rely on these kinds of advertisements. The company owning the site will be notified what ads are being blocked, possibly including suggestions on how to improve the layout.

It is reported that Google's ad-blocker will be more aggressive on mobile than it is on desktop PCs.

Webmasters who want to see if their sites pass Google's standards may use the blocker's Application Program Interface (API) to see evaluations about their sites. There are three levels: "Pass," "Warning," and "Failing."

Sites that "Pass" do not need to adjust, while those with "Warning" and "Failing" will be given time to revise their site layouts. However, if the webmasters ignore Google's warning after 30 days, then the blocker will start doing its job and block ads from the site.

It should be noted that blocking is done on a per-site basis, meaning that Google blocks the ads appearance on the website, and not the ad itself. This is because Chrome engineering manager Chris Bentzel believes that "The majority of problematic ad experiences are controlled by the site owner."

The ad-blocker will appear on Chrome's address bar. Users still have control about what websites to block ads from.