Google is set to activate Chrome's built-in ad blocker on February 15, according to an announcement the browser maker made today.
Work on this component started in early 2017 after Google joined the Coalition for Better Ads, an ad industry group dedicated to improving the state of online ads.
Earlier in the year, this organization released the "Better Ads Standards," a series of guidelines for what are considered to be acceptable ads.
Yesterday, the Coalition announced that the standard will go into full effect for all members starting January 2018. This means that advertising companies that adhered to the standard will not show intrusive ads that break the standards' rules.
Google, which is also an advertising company and browser maker, will also start enforcing this policy, both in its advertising platform and Chrome.
In Chrome, Google's new ad blocker will block a website's entire ads portfolio if they break one of the Better Ads Standards. A list of unacceptable ads is available here.
For the past year, Google engineers have worked on a new feature called the Ad Experience Report. This new service will scan websites and create a list of sites that show intrusive ads that do not respect the new Better Ads Standards.
Once the Chrome built-in ad blocker is activated, Chrome will not load any kind of ads on websites that are included in the Ad Experience Report blacklist for more than 30 days.
Website owners will be able to access the Ad Experience Report and see if their site has been marked as infringing. They have 30 days to correct ad behavior and prevent having their site blacklisted in Chrome.
Website owners can also request a review of their sites if they've already passed the 30-day deadline and Chrome is blocking all ads on their domains.
Google's general plan behind its native ad blocker is to force website owners to behave by completely cutting off their advertising revenue. The Mountain View company hopes that users will be willing to view a few acceptable ads and support online creators instead of using third-party ad blockers that block all ads without discrimination.
Google did not say what Chrome version the new ad-blocking component will ship with. The only Chrome release between now and February 15 is Chrome 64, scheduled for release in late January 2018.
The new ad blocker will probably ship with Chrome 64, and Google will most likely start activating the feature for a few users at a time, while it tests the ad blocker and fixes initial bugs.