Ads are the primary source of revenue for online publishers. Those plans were revealed back in June, and at the time, Google said that the ad blocker it was working on would launch sometime in early 2018.
Google Chrome in 2018 will follow the Coalition for Better Ads' standards by blocking several types of intrusive ads. It's banned all full-page ad interstitials, ads that unexpectedly play sound, and flashing ads, and this week announced the Better Ads Experience Program, which provides guidelines for companies to improve users' experience with online ads. Sites that fail to meet those standards for 30 days will have all their ads blocked by Google - even those "owned or served by Google" - after which they'll be able to submit for manual review to have ads re-enabled once the bad ads are removed.
Google will notify websites that contain these ads of a potential blocking through its Ad Experience Report tool.
Google Chrome's built-in ad blocker will go live on February 15th
However, it will block some of the most annoying ads you're likely to encounter while using the internet.
Announced on Monday, the Coalition for Better Ads Experience Program is a voluntary initiative created to improve the online ad experience for both consumers and publishers.
In fact, it appears Google will only be blocking ads on websites who have registered with the Coalition for Better Ads, and registration is voluntary and may actually carry some fees. That means avoiding popups, prestitial ads with countdown timers, auto-playing videos with sound, and large ads that stick to the screen as you scroll.