The search giant says Chrome's desktop and mobile browsers will begin blocking all ads on websites that don’t follow industry guidelines.

Google plans to bring ad blocking to its Chrome browser in February, the search giant announced Tuesday.

Google says Chrome’s desktop and mobile browsers will begin blocking all ads, including those bought through Google, that violate the Coalition for Better Ads’ “Better Ads Experience Program” standards. Among the ad types that Chrome will ban include pop-up ads, mobile ads that cover more than 30% of a consumer’s phone screen, flashing animated ads, auto-play video ads that unexpectedly play sound and full-screen scrollover ads.

About 57% of all web sessions on average between desktops, tablets and smartphones are via the Chrome browser, according to NetMarketShare, which tracks 100 million web sessions per month at thousands of websites.

Google first announced its ad-blocking plans in June, when it said it would filter out “frustrating or intrusive” ad formats.

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Google noted Tuesday that Chrome will remove all ads from sites that fail to meet the Coalition for Better Ads’ standards for more than 30 days. Retailers can see if their sites are compliant with those standards using Google’s new Ad Experience Report tool.

Google’s announcement comes only a few weeks after Apple Inc.’s launch of iOS 11.2, the newest version of its mobile operating system, that includes “intelligent tracking prevention,” or ITP.

Apple’s move poses another challenge to retail advertisers because it limits merchants’ ability to track, collect data on and target Safari users with ads, warned digital marketing vendor Criteo SA last week. Criteo noted that the technology limits the use of cookies for ad retargeting to 24 hours and it deletes a site’s cookies if a consumer doesn’t visit for 30 days.

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