Google Chrome will start blocking ads that are non-compliant with the standards set by the Coalition for Better Ads from February 15, 2018. Starting from the said date, Chrome will remove all ads from a webpage which has a “failing” status in the Ad Experience Report for more than 30 days.

The move is unlikely to affect the vast majority of publishers out there who ensure that ads don’t end up ruining the overall browsing experience of their website. Other publishers who indulge in shady advertising practices for more revenue, however, will have to follow the guidelines mentioned in the recently announced Better Ads Experience Program for an improved user experience.

Google has also provided publishers with details on how sites affected by Chrome’s ad blocker can fix their issues and get back in the browser’s good books. Google is not going to block ads on your website if there is a single violation. It is only when there are multiple violations that are not fixed that Chrome will block all ads on your website. Google will adhere to the standards set by the Coalition of Better Ads which are as follows:

Assessment of participating companies’ compliance conducted in connection with the Program will be based on measureable, empirical thresholds that establish the frequency of display of ad experiences that do not comply with the Standards. In the initial phase of the Program’s operation, the threshold for non-compliance for web sites will be measured according to the following percentages of page views assessed:

• 7.5% in the first two months following the Effective Date of the Program

• 5% in the ensuing four months

• 2.5% in the months thereafter

Millions of people use Chrome on a daily basis on their PC and mobile so the move to block ads that create a sub-par experience will definitely help many. It would also end up forcing publishers to adhere to the guidelines and serve proper ads to their visitors.