Back in 2012, Google launched the “mute this ad” [x] icon for AdSense ads, enabling users to have more control over the ads they see. This appears in the corner of display ads on the Google Display Network. When a users clicks the x, they no longer see ads from that campaign.

On Monday, Google announced a new feature that has users complete surveys when they click the button because, you know, they put users first. Users would rather complete a survey rather than just have the ads go away…or something.

Google says in a blog post, “We’ve found that increased user control benefits the entire ads ecosystem, so we’ve launched features and products like “Mute this ad” and TrueView ads on YouTube to give users more control over ads they see online. With ‘Mute this ad,’ users have a way to signal that they aren’t interested in certain ads, advertisers no longer pay to show ads to users who aren’t interested, and publishers like you show better performing (and potentially more valuable) ads on your site.”

With the new feature, the ad disappears from the page after the user completes the survey, and then the space “collapses smoothly, allowing the content surrounding the ad to fill the space.”

“This new feature gives users additional control over ad units. It also helps us find ad placements and creatives that users may not prefer so that we can continue working hard to serve better performing ads on your site,” Google says.

More on the Mute this Ad feature here.

Image via Google