Chrome's built-in ad blocker is going live. This means that Google will be making the unprecedented move to block Chrome ads. While the average user may not notice much of a change, publishers are dreading this move.

The ad blocker will not block all ads. Only ads that do not meet the standards set forth by the Coalition for Better Ads. You will receive notification that the ad is being blocked, and then you will be given the choice to view the intercepted ad. All ads are subject to being impeded by the blocker, even Google ads. On a positive note, sites that have ads blocked have increased loading speeds, though minimal and an incidental effect.