Well, one of the most user requested features is finally being included in Chrome. Yes, Google has finally added an ad-blocker in Chrome that will be cracking down on annoying ads that ruin our web experience. Google already revealed earlier that it is going to start blocking specific ads in Chrome, but now we know when. The company is going to start blocking ads from February 15, 2018.
The tech giant is now going to abide standards set by the Coalition for Better Ads, of which Google is a member. The built-in ad blocker will enforce these standards on all websites. No, it won't block all ads on all the sites; instead, it will only be stopping the ones that are incredibly annoying and mess with the user experience. However, for websites that have just one of such intrusive ads, it will be blocking all the ads on that site even if all its other ads meet the standard.
We know that it may seem unjustified to the publishers or website owners, but Google claims that it has been working with publishers to ensure they are in agreement with the new feature. It is letting the publishers know in advance, before the feature goes live. Google is also hoping that by bringing its own ad-blocker in Chrome, the user might not use third-party blockers that are more restrictive on ads and cut into Google's primary business i.e. selling ads.
Here's what Google suggests for websites that will get blocked by the ad-blocker from February 15, 2018:
Violations of the Standards are reported to sites via the Ad Experience Report, and site owners can submit their site for re-review once the violations have been fixed. Starting on February 15, in line with the Coalition’s guidelines, Chrome will remove all ads from sites that have a “failing” status in the Ad Experience Report for more than 30 days. All of this information can be found in the Ad Experience Report Help Center, and our product forums are available to help address any questions or feedback.
Further, website owners can check out this Ad Experience Report tool that also presents screenshots and videos of ads that do no comply to the standards. It can also help websites in fixing the issues. In addition, you can also check Google's best practices guide on how to use ads.