Google announced that its Chrome browser will no longer display "disruptive" ads in order to align with new standards set by the Coalition for Better Ads.

Google said in a blog post that it was advised to work with the Coalition for Better Ads and based on an initiative set forth by the Better Ads Standards to create a less annoying online browsing experience. The findings are based on a survey of 45,000 people worldwide.

Google claims that its efforts against disruptive advertising in the past have significantly reduced the number of people using ad blockers. In other words, by making ad standards in online video less cumbersome, more people will turn off ad blockers or forget to install them altogether. And of course, since Google is also an advertising company, creating a less cumbersome Internet experience by reducing ad blockers will help its business model.

So what changes should Chrome users expect to see? According to the Coalition for Better Ads, long, unskippable pre-roll ads are most annoying in videos under 8 minutes long. In other words, users are most annoyed when they visit a website to watch a 3-minute video and are presented with a 30 second ad that cannot be skipped.

Mid-roll ads were also found to be annoying. The idea is that the ad appears while the user is watching a video, interrupting the viewing experience. And finally, text ads covering the middle of the screen were also seen as problematic. This differs from YouTube's text-based ads, which simply pop up in a small window at the bottom. I'm talking about the far more annoying ads that cover a third of the video and require you to move your mouse to close them.

Now Google has issued an ultimatum to these websites. Either the websites stop these aggressive in-video ads and find new ways to reach consumers, or on August 5, Chrome will "expand user protections and stop showing all ads on sites in countries that repeatedly display these disruptive ads."

And Google-owned YouTube will not be exempt either; YouTube will be reviewed for compliance with these new standards. Website owners who are unsure whether their videos' ads comply with the Better Ad Standards can check their site's status through the Ad Experience Report.