Google Knows How Much You Hate Getting Giant Pop-Up Ads On Your Phone

Kate Cox

It is one of the small but ubiquitous frustrations of the modern era: You tap an interesting-looking link on your phone, only to be greeted by some giant ad that takes up the whole screen and has some stupid tiny X mostly hidden, and in trying to close the ad you end up opening it and it’s annoying. If you are like most human phone-using people, you really hate that. Well, for stories you get to through search at least, Google’s got your back.

The internet giant’s latest attempt to refine your mobile experience, as Google announced today, targets those pop-ups, called interstitial ads.

Any page that shows “intrusive interstitials,” Google says, will be deprecated in the search results on mobile phones after this update goes through.

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