I hope they dismantle the practice of inserting ads every other paragraph, just before the "next page" link, forcing an article to be 12 pages with 12 ads to skip over, and the pile of ads crowded at the bottom.
And...the mobile slider ads. Can't stand them (Huffington Post uses them and I no longer bother to go there.)
Google is the internet's largest ad company. So why is it building an ad blocker?
Google is publishing guidelines to help site owners understand which ads are likely to be blocked. The company hopes that most publishers will drop the most annoying ad formats from their sites, improving the browsing experience for everyone without many ads actually being blocked.