Google Chrome is learning the preferences of users, and beginning to mute annoying autoplay ads -based on your past actions.

Smart muting

Already offering a similar feature on mobile, Google found users are more likely to close a tabs within six seconds when bombarded by intrusive ads.

Google can now learn individual browsing behaviour and base future action on a user’s habits. For new users, the system already contains 1000 sites flagged as annoying and will automatically be muted.

Mobile roots

The original system was developed for mobile devices and worked a bit differently, only playing ads of sites which have been added to a user’s homescreen, which are likely far and few between.

The system of muting isn’t perfect, as an ad’s audio can re-engage when the user interacts elsewhere on a given page with a muted ad.

The new system has been welcomed by users and denotes Google’s understanding when it comes to user experience. How advertisers react will be a different matter.

What are your thoughts on automuting intrusive ads? We want to know what you think in our comment section below.