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Google will automatically block intrusive ads in the Chrome Browser beginning Thursday, February 15th, 2018.

This change impacts ads that do not meet Google's "Better Ads Standards" across all devices.

As we detailed several months ago, Google is taking action against ads it views as a poor user experience on Chrome.

Google is providing a 30-day grace period during which time webmasters may bring their sites in compliance with the new policy. You'll be able to identify the websites impacted in your Google Webmaster Tools account under "Experience Status".

Here you'll see one of three statuses:
  • Passing - Congrats! You're in compliance
  • Warning - A review of your site's advertising is needed
  • Failing - Definitely act fast!
You can request that Google review your site as many times as you want. After the third request, though, there is a 30-day delay.

Here's the complete list of ad types that you can expect to be blocked, according to the Coalition for Better Ads:

On Desktop
  • Large Sticky Ads
  • Auto-playing Video Ads with Sound
  • Pop-Up Ads
  • Prestitial Ads with Countdown
On Mobile
  • Large Sticky Ads
  • Auto-playing Video Ads with Sound
  • Pop-up Ads
  • Prestitial Ads
  • Ad Density greater than 30%
  • Full-Screen Scrollover Ads
  • Flashing Animated Ads
Here's a visual guide to the info above:

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