“It is not technically impossible to block only the ads that do not comply — but it is extremely difficult, so for now the platform blocks all ads. Chrome’s ad filter will first check whether that page belongs to a site that fails the Better Ads Standards. If so, network requests on the page are checked against a list of known ad-related URL patterns. If there is a match, Chrome will block the request, preventing the ad from displaying on the page. The patterns are based on the public EasyList filter rules, and include patterns that match for Google’s AdSense and DoubleClick.

“LeBeau has been working on the past two years with challenges based on ad blocking. Her focus is twofold: to reduce the demand for blockers that do not discriminate in terms of who is serving the ad by improving the site visitor’s experience, and how to win back users who have installed ad blockers.”

More here.