Following rumours from earlier this year, Google has confirmed that it would include built-in technology that blocks the most annoying ads, AdAge reported. The filtering of the ads will be based on the Better Ads Standard, developed by the Coalition for Better Ads, which Google is part of.

As for users running their own ad-block software, Chrome will give publishers the option to force them to either whitelist the site or pay a small fee to access the content ad-free. Users preferring to pay would pay through a Google Play account.

According to the Financial Times, each publisher can set their own price, and the feature will first launch in five countries, including the US and the UK, with more countries to follow later in the year.