Major ad-industry trade bodies Interactive Advertising Bureau, Association of National Advertisers and American Association of Advertising Agencies have sent a letter to the Coalition for Better Ads to advocate for self-regulation of ads vice unilateral ad-blocking by "individual browser companies."

This comes in response to Google's announcement that the next version of Chrome will have built into it the ability to block certain ad formats.

Along with the ad-industry trade bodies, Google is also a Coalition member.

The ad industry formed the Coalition last year in self-defense against the growing popularity of ad-blockers. The plan is to improve the quality and reduce the annoyingness of ads so that consumers aren't demanding ad-blockers.

The Coalition has found that popup ads, autoplay videos with sound and simultaneous ads are among the most annoying sorts. Presumably these will be blocked in the new version of Chrome.

Immediate problem now for advertisers is: what kinds of ads to produce instead?

Stay tuned.