Fresh on the heels of Facebook announcing a major overhaul of how its News Feed delivers content to users, Google has decided to get in on the user experience party, too. Per an announcement from Jon Krafcik, Google’s Group Product Manager of Data Privacy and Transparency, the search juggernaut is building on the “Mute this Ad” feature it rolled out in 2012.

In short, Google is giving prospects more ways to avoid our attempts at wooing them with remarketing ads.