GOOGLE ADVERTISING'S BIGGEST TRAFFIC COP

CHROME AD BLOCKER has begun automatically blocking what Google has determined to be some of the Web's most annoying ads.

GOOGLE, ALREADY one of the dominant players in the online advertising world, may soon have even more power in that space.

It is now taking on the challenge of determining what's a good ad or a bad ad to decide which ones the majority of web users see.

Google's Chrome browser, which is used by about 60 percent of desktop and mobile Internet users, on Thursday began automatically blocking some of the Web's  most annoying ads.

Those include video-ads that autoplay with sound, pop-up ads with countdown and ''sticky'' ads that take up a large portion of the screen no matter how you scroll down to lose them.

These type of ads do not meet new standards set by the Coalition for Better Ads, a group of Internet companies, online advertisers and publishers looking for a way to make online advertising more palatable for users.

The Washington Post is a member of the Interactive Advertising Bureau, one of the groups involved in the coalition.

Google's stated goal is to make Web less infuriating to navigate. ''It's clear that annoying ads degrade what all love about the Web,'' Chrome Vice President Rahul Roy-Chowdhury said on Tuesday in a company blog post.

Using the coalition's standards, Google will evaluate the advertisements on websites and rate them as acceptable or failing.

Sites than have 30 days to shape up their advertising and submit themselves for re-evaluation or face having their ads blocked by Chrome.