Publishers must conform to Better Ads Standards or see ads on their sites blocked by Chrome.

On February 2018, Google implemented ad filtering for “annoying” and intrusive ads in Chrome in North America and Europe. This had been pre-announced in 2017 and was intended to compel publishers to adopt advertising standards established by the Coalition for Better Ads.

Chrome has 64% of global browser market. The industry group was created in response to the rise of consumer ad-blocking. Now Chrome’s bad-ads filtering is going global, with a rollout to markets beyond North America and Europe on July 8. Google Chrome has a roughly 64% global browser market share.

We previously published an in-depth discussion of Chrome ad blocking and what it means for publishers and marketers (See FAQ: Google Chrome ad blocking is here. Everything you need to know).