Chrome's built-in ad-blocker will start working on February 15, 2018, the company announced today. Site owners can then submit their sites for a review after any violating ads have been removed. Google will begin blocking ads in line with the Coalition for Better Ads' "Better Ads Experience Program".
Google will notify websites that contain these ads of a potential blocking through its Ad Experience Report tool.
As Venture Beat highlights, Google's timing is interesting as it doesn't coincide with the launch of a new version of Chrome (Chrome 64 is set to arrive on January 23 followed by Chrome 65 on March 6).
Better Ads standards mean no pop-up ads, no ads that prevent web content from being displayed until a timer counts down, no ads that cover large portions of a website and no video ads that automatically play audio. Chrome will filters ads based on the Better Ads Standards by the Coalition for Better Ads, which Google also joined in June of this year. Now we have a date to circle on the calendar for a launch, which is something to look forward to in the new year.
It is likely that most companies who want the freedom to set their ad ratio themselves will not register with CBA, for risk of being found in violation of the policy and getting all their ads blocked by Google.
The goal seems to be for Google to cut back on users' use of third-party ad blockers that ban all ads outright. This announcement will have a devastating effect on publishers, marketers and bloggers that use ads as one of the ways of generating revenues for the sites.
Google is taking an all-or-nothing approach with the ad blocking.