While Google has long offered a way to block pop-ups in Chrome, it’s never been a feature that’s been very easy to find. To turn it on you’ll need to dig deep into the settings, and most people who use the browser probably don’t even know it’s there. But now Google is finally getting serious about annoying ads.

And that includes their own.

In a blog post, Sridhar Ramaswamy, senior vice president of ads and commerce, outlined the company’s new strategy for dealing with ads as part of an effort to build “a better web for everyone.” He explains that Google has joined the Coalition for Better Ads, an industry group that also includes Facebook, News Corp, and Unilever, to “provide clear, public, data-driven guidance for how the industry can improve ads for consumers.”

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Google will block bad ads (even its own) with a filter built into Chrome