Google to allow user blocking of retargeted ads

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Menlo Park, Calif.—Google Inc. is introducing a new feature that will allow users to selectively eliminate retargeted ads from reappearing as they visit other websites. Over the next few weeks, Internet users will begin seeing a small X button, “Mute this Ad,” in the upper right corner of some Google Display Network ads. Clicking it will block that particular ad from displaying on other sites the user may visit, although it will not block other ads from the same advertiser. “We believe this early-look feature can bring benefits to the entire ecosystem,” Google said, on its blog. “Users have a way to ... signal that they aren't interested in certain ads; advertisers are no longer paying to show ads to people who aren't interested; and publishers will receive better performing ... ads, and spend less time filtering out ads they think won't be of interest to their audience.”
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