Hopefully, this will encourage marketers to adhere to the Coalition's ad standards, and not devise new ways to skirt the guidelines and annoy users. "The Standards identify 12 experiences that users find intrusive and that advertisers, publishers, and technology vendors should avoid showing".
There are four negative ad types on desktop (pop-up ads, auto-playing video ads with sound, prestitial ads with countdown, large sticky ads) and eight on mobile (pop-up ads, prestitial ads, ad density higher than 30 percent, flashing animated ads, auto-playing video ads with sound, postitial ads with countdown, full-screen scrollover ads, large sticky ads).
The launch of Chrome's ad-blocking capability was, initially, limited to North America and Europe, being the only two regions in which the Coalition for Better Ads operated.
When the Better Ads Standards were first developed they only applied to sites in North America and Europe.
This new feature will begin rolling out from July 9th 2019, and will prevent advertisements that violate the Coalition for Better Ads' Better Ads Standards from appearing on sites regardless of which country you live in, or access the site from.
Google's goal is to make the internet easier to navigate for users by cutting off ad revenue from websites that serve non-compliant ads.
Chrome has had some success with the Better Ads Standards program. Google analyzes sites and warns those with overly intrusive ads that they'll be added to a blacklist if they don't change their ways.
Google recommends that you do not change this setting and allow Chrome to continue blocking ads on abusive sites in order to protect you from malware and other unwanted experiences.
Out of millions of sites reviewed to date, Google says less than 1% have had their ads filtered.