Chrome has always focused on giving users the best possible experience browsing the web. For example, Chrome, like other browsers, prevents pop-ups in new tabs based on the fact that they are annoying. 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.
Interesting that this will also block Google’s ads. I’ll still feel more comfortable with third party blockers, though.