The CBA was formed in December 2018 and brings together 137 companies — including, besides Google, Microsoft, Facebook, media and marketing groups Omnicom and Publicis, Procter & Gamble and Unilever, as well as the Brazilian Association of Advertisers (ABA), among others. The standards established by this coalition govern the prohibition of intrusive ads, defined in 12 categories, such as auto-playing video ads with sound, animated Flash banners, and pieces that occupy disproportionately large areas on a page:
Google says it is not the CBA's intention to "ban" ads from Chrome (especially since the company's largest source of revenue is still Google Ads, by a wide margin), but rather to encourage websites to deliver ads more intelligently. The coalition says the strategy is working: about two-thirds of sites that previously violated its guidelines have changed their advertising practices. Monitoring has already been carried out on around 1 million pages (less than 1% of the internet).
Some sites, however, find workarounds to avoid implementing their changes: one example is that instead of displaying a banner that takes up a large portion of a page's space, some channels are positioning several small, juxtaposed banners. The CBA says it is also identifying these sites.
Source: canaltech