Google
Google Inc's logo is seen at an office in Seoul in this May 3, 2011 file photograph. Google Inc will launch a mobile payment system on Thursday, in the latest bid to help consumers pay at the checkout with smartphones instead of traditional credit cards, a person familiar with the matter told Reuters on May 24, 2011. This logo has been updated and is no longer in use. Reuters

Search engine giant Google will introduce a built-in ad blocker in the Chrome browser to block "annoying" advertisements from February 15, 2018.

According to the IANS reports, Google would eventually turn on its browser's ad blocker and would gradually avail the ads for selected users.

Google had joined the "Coalition for Better Ads", a group which sets specific standards to improve the consumer ads industry, earlier this year. The coalition group had announced the "Better Ads Experience Programme" which gave guidelines for the ad companies about the ways to improve their ads according to the "Better Ads Standards". They believe that these regulations would improve the users' experience with online ads.

The measures would eliminate the advertisements which are considered as annoying or intrusive.

The ad sites which display even a single ad with annoying or low standard contents would be blocked even if its other contents are up to the mark. However, the technical compliance of the entire site won't be considered for protecting the advertisement site.

This will essentially stop the ads that are deemed annoying or intrusive.

However, all ads from sites where even one advertisement displayed do not meet those standards, even if the rest are technically in compliance, will be blocked.

The next version of Google Chrome web browser, Chrome 64 has been scheduled to be launched on January 23 while the Chrome 65 would be launched by March 6.

Meanwhile, Microsoft has removed Google Chrome Installer App from its store as a response to Google's decision to direct its users to install its browsers by downloading link. Google had taken the decision to prevent the usage of fake google chrome which has created problems like fake and scam advertisements.

Microsoft officials said, "We welcome Google to build a Microsoft Store browser app compliant with our Microsoft Store policies."

Google might need to build a separate app for Microsoft to cope up with its store policies. This isn't the first time the two companies fought over for browsers or platforms. Clashes had occurred between the companies when Google blocked a Microsoft-developed YouTube app for Windows Phones. Microsoft had targeted Google with commercials and had criticized Chrome's battery usage.