Instead, it will only be blocking intrusive ones - the one that ruin the experience of browsing a page. Ads that will be blocked by default will be the ones as defined by the Coalition for Better Ads which includes auto-playing video ads with sounds, pop-ups, and “prestitial” ads that first show users a countdown before showing the actual content. Unlike many other popular ad blocking services and extensions, Google will not be blocking all ads. The feature is expected to go live in 2018 and before its launch, Google has started testing it through its Chrome Canary and Dev builds on Android.
Earlier this year, it was revealed that Google plans on adding native ad blocking functionality to Google Chrome.
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