Google says its Chrome browser will soon block ads it deems too annoying for web users.
The internet giant's announcement comes as hundreds of millions of users have already installed blockers on their computers and phones to combat ads that track them and make browsing websites difficult, such as pop-up ads.
These blockers threaten web publishers that rely on digital ads for revenue.
Starting next year, Google's version will allow ads as long as publishers follow guidelines that ban certain types that consumers really hate.
They includes pop-up ads, huge ads that do not go away when a user scrolls down a page, and videos that start playing automatically with the sound on.