Yandex is to begin using artificial intelligence to filter out irritating adverts on the Android browser.Based on its own users reports, Yandex will create a filter for each user based on the ads they find irritating whilst using machine learning to refine that user's filter over time.Whilst ad blockers have caused issues for websites in the past, such as Facebook recently finding itself in a tech war with AdBlock Plus, Yandex is framing the new technology as a more accurate and personalised system.Whilst it will only be available on android for the short term future, Yandex plans on expanding the system to other browsers.According to head of Yandex's Advertising Network, Dmitry Popov, the initiative will improve current advertising, getting rid of “inefficient” ads, providing “the best possible customer engagement.”
