Confirming previous reports, Google will indeed be adding ad-blocking functionality right into Chrome, but it will work a little differently from the typical third-party blocker: it will specifically block advertisements that violate the Coalition for Better Ads, even those owned or served by Google themselves. These “bad” ads would include full-page interstitials with countdowns, flashing ads, and those that unexpectedly play sounds. Thanks to Jon855 for pointing this out.



Today, we have an even better understanding of the types of experiences that bother users when it comes to unwanted advertising. New public, consumer-driven research done by the Coalition for Better Ads in creating the Better Ads Standards outlines a number of these experiences, such as full-page ad interstitials, ads that unexpectedly play sound, and flashing ads. In dialog with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.

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Source: [H]ardOCP – Google Is Building an Ad Blocker into Chrome in 2018