Jack Marshall, Wall Street Journal:
Unacceptable ad types would be those recently defined by the Coalition for Better Ads, an industry group that released a list of ad standards in March. According to those standards, ad formats such as pop-ups, auto-playing video ads with sound and “prestitial” ads with countdown timers are deemed to be “beneath a threshold of consumer acceptability.”
In one possible application Google is considering, it may choose to block all advertising that appears on sites with offending ads, instead of the individual offending ads themselves. In other words, site owners may be required to ensure all of their ads meet the standards, or could see all advertising across their sites blocked in Chrome.
Because they struggle with consistency, Google offers an interstitial ad unit, YouTube frequently serves up non-skippable “prestitial” ads, and there’s nothing in Google’s AdSense policies that explicitly prohibits the use of a modal overlay to display an ad. This seems a little bit like Marlboro also selling anti-smoking aids, doesn’t it?