via Peter Kasting

"…we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018." (emphasis mine)

https://blog.google/topics/journalism-news/building-better-web-everyone/

Glad this is finally announced. I'm really excited about this initiative. The current state of web advertising is a race-to-the-bottom sea of crap. Chrome's goal is to make the web better, and we have the leverage to try and find a balance that serves users better while still letting publishers survive. With that power comes the responsibility to try and help. I'm glad we're accepting that responsibility and I'll be looking forward to seeing how this plays out.

Google's number one corporate principle is "focus on the user and all else will follow". Users are not being well-served today. If we can serve them better, they will be happier, sites will be better off, and Google will benefit as well. That's especially important in the long run. Protecting the web is not about next quarter's revenue stream; it's about what happens in twenty years. We are aiming to build a robust web that the world can depend on.

EDIT: And here's the Chromium post about it: http://blog.chromium.org/2017/06/improving-advertising-on-web.html