Google has advised publishers to assess the kinds of ads they feature on their respective platforms. The heads up comes in the wake of a new ad filter that Google is readying to launch next year. 

It won't block all ads, according the the Wall Street Journal, but will instead remove ads that are deemed to be particularly annoying or intrusive based on a new set of guidelines.

The extent of this impending ab blocker will not only apply to other advertisers, but Google itself too, with the company's ad executive, Sridhar Ramaswamy, noting that ads owned and served by Google will also be blocked should they infringe on the guidelines. 

In a bid to ensure publishers don't get too put off by this latest development, Google has created a tool to assess which ads will be blocked by Chrome. Furthermore, unacceptable ads are being identified by an organisation called the Coalition for Better Ads, which includes the likes of Google, Facebook and The Washington Post. 

It should prove interesting to see publisher, advertiser and Chrome users reaction to the new filter next year, and whether it affects the browser's popularity, or indeed the use of third-party ad blockers.