YOU MIGHT SEE fewer ads on the web from now on. But you probably won’t.

On Thursday, Google Chrome, the most popular browser by a wide margin, began rolling out a feature that will block ads on sites that engage in particularly annoying behavior, such as automatically playing sound, or displaying ads that can’t be dismissed until a certain amount of time has passed. Google is essentially blacklisting sites that violate specific guidelines, and then trying to filter allads that appear on those sites, not just the particularly annoying ones.

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