So, what does it mean and is it fair?
Google is basing its decisions on ads to block depending on whether or not ads “fall beneath a threshold of consumer acceptability.” It appears that Google came up with the coalition for better ads and performed most of its research.
In a blog post, Chrome Vice President Rahul Roy-Chowdhury wrote
“To us, your experience on the web is a higher priority than the money that these annoying ads may generate—even for us.”
What’s interesting though is that some sites affected by this change could also contain Google ads. However, other coalition members said the blacklisted ad formats “generally don’t apply to Google’s own business.”
If Google wants to avoid adding to the mistrust many already have of the company, they’d better hope that they don’t unfairly benefit from this latest ad blocking measure.