Once the filter goes live, Google has said that it will block out 12 different types of ads identified as causing frustration to users.
In December, Google rolled out Chrome 71 which blocks many abusive ads such as fake messages, unexpected click areas, misleading site behavior, phishing, auto-redirects, etc.
Reports of Chrome getting a native ad-blocking feature first emerged in April 2017, and two months later, Google officially confirmed that the browser will indeed get the useful functionality. Chrome's ad-blocking mechanism will follow a set of guidelines called the "Better Ads Standards" to determine if an ad exhibits spammy behaviour and whether it should be blocked. Chrome's enforcement of the Coalition's standards has inspired many website owners to improve the advertising experience on their sites in a way that benefits users.
The Coalition is expanding its standards to cover all countries, which has prompted Google's forthcoming Chrome update. 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 reports positive results after implementing ad blocking in Chrome previous year.
The company also shared some of the early successes of its ad blocker program in the US, Canada and Europe.
While Chrome will automatically filter ads on sites that fail their ad experience reports, users can ultimately decide if they see ads on blocked sites. It's been great news for those of us in the U.S., Canada, and Europe so far, as it means tens of thousands of websites no longer display those aggressive adverts.