Google announced they are adding two new features to help searchers and users see less ads they don't want to see. Google announced "more additions to Ads Settings and Mute This Ad to give you more control to mute the ads you see on Google, on websites, and in apps."
The first example is stopping showing those ads that track you around the web, retargeting or remarketing ads, when you are no longer interested. So you visit a web site to buy a new pen, and then you see ads for pens all over the web sites you visit for the next month or so - but you already bought the pen - you don't need a new pen. You can now stop those ads from showing.
You can now mute the reminder ads in apps and on websites that show these ads where they are powered by Google:
Here is how to do that.
Google also added two more features to the Mute This Ad option:
(1) It will now recognize your feedback on any device where you are signed in to your Google Account, based on your account settings.
(2) You should see Mute This Ad in even more places and on more Google ads across apps and web sites.
Honestly, a lot of this sounds like changes in preparation for GDPR but what do I know.
Ginny has more details at Search Engine Land.
Forum discussion at Twitter.