One of my pet peeves with the digital marketing industry is forced viewership. You know, the auto-play videos and audio ads when you go to a website. Consumers should ALWAYS choose when and if to view your content. It’s as simple as that.

Well, now Chrome is rolling out a new feature that can silence the dodgy practice of autoplay.

The new version of Chrome will change the ‘mute tab’ feature, with a ‘mute site’ option.

This is a great development, and considering the number of Chrome users out there, may just be what we need to kill off this archaic practice.