Why didn't anyone of this before over at Mountain View? It is brilliant – increase click through rates (and thus Google profits) by not repeating ads to people are not impressed by them, and make viewers feel in-control with that little x. Everyone wins!
Reshared post from +AJ Kohn
"Mute This Ad" [x] Icon
Over the next few weeks, we’re introducing a small [x] which will appear in the corner of some display ads on the Google Display Network. When a user clicks the [x], he or she will no longer see ads from that campaign. We’re starting by showing the [x] in ads that are based on remarketing and interest categories.
This is interesting functionality. I'm sure many will be terrified that a large number of people will mute ads. But I think that the reality is the vast majority won't even notice.
More control with “mute this ad” [x] icon – Inside AdWords
Google’s official blog for news, information, and tips on AdWords