Google, a subsidiary of Alphabet Inc (NASDAQ:GOOG, NASDAQ:GOOGL), will start rolling out a new Chrome feature next year to block annoying ads.

The new feature will automatically block certain ads by filtering ads that have been deemed “unacceptable” by the Coalition for Better Ads, according to a report from Business Insider.

Based on research involving more than 25,000 consumers, the Coalition for Better Ads has developed ads standards for desktop web and mobile web for North America and Europe.

The Coalition’s research identifies four types of desktop web ads and eight types of mobile web ads that are annoying to consumers. The research was designed to identify the least preferred ad types as well as provides insight into consumers’ evaluation of a far broader range of ad experiences, including those more preferred by consumers.

Scott Spencer, direct of product management at Google, told Business Insider that the search engine giant’s mission is to clean up the web.

“There are certain ad experiences that occur on the web that are annoying to consumers. They are the worst of the worst that drive people to use ad blockers,” Spencer told the news publication. “Ad blocking is a threat to that ecosystem. It harms good publishers. Google doesn’t exist without the open web. So in this case, we have aligned incentives.”

Members and supporters of the Coalition include the American Association of Advertising Agencies, AppNexus, Association of National Advertisers, BVDW Germany, Data & Marketing Association, Digital Content Next, Facebook, Google, GroupM, IAB, IAB Europe, IAB France, IAB Tech Lab, IAB UK, Network Advertising Initiative, News Corp., News Media Alliance, Omnicom Media Group, Oriel, Procter & Gamble, Sovrn, Teads, The Washington Post, Thomson Reuters, Unilever, and World Federation of Advertisers. In addition, an additional 80 trade associations from around the world are affiliates of the Coalition.