Browsing the Internet can become bothersome when pop-ups and commercials that automatically start are littered all over websites, however with the built-in ad-blocker that Google plans to make for Chrome, the experience would likely be much better.
Unlike the various other ad-blocker extensions that are available, Google's version would just filter ads that don't fit in with its "Coalitions for Better Ads list of standards." As Gizmodo reports, this means that things like "auto-playing video ads with sound and large sticky ads would be out."
By implementing a built-in ad-blocker that would improve the experience of its users, Google aims to prevent them from downloading ad-blockers that it doesn't regulate. This is because "Google has seen the reports that as many as 26% of desktop users have some sort of software to hide advertisements and it doesn’t want that number getting any larger."