An ad can get negative strikes against it towards that failing grade by autoplaying video, taking up the entirety of your display when you arrive at a website, and even just using regular pop-up ads. The company originally stated that Chrome's ad-blocker would launch at some point in early 2018, but we now have a specific date of February 15, 2018, as the official launch of it.
On first reading, it appears that Google will start waging war on publishers around the internet who do not fall in line with the standard, but this may not, in fact, be the case. Yesterday, the coalition announced the Better Ads Experience Program, which provides guidelines for companies using the Better Ads Standards to improve users' experience with online ads. When those annoying ads will be eliminated, the users will never have to install an ad blocker, which stops all ads from loading, thereby, crippling the ad businesses.
So again, on February 15, if your website is failing with ad standards, it won't show ads any longer in Chrome on both desktop and mobile.
The hope is that Chrome's built-in ad blocker will stymie the usage of other third-party ad blockers that block all ads outright. If Google finds that a site is failing to meet the coalition's advertising standards for more than 30 days, Chrome will remove all ads from that site.
Earlier this year, Google announced plans to implement an in-browser ad blocker within Chrome.
Further, website owners can check out this Ad Experience Report tool that also presents screenshots and videos of ads that do no comply to the standards. Google has noted in the past that ad blockers which do not discriminate hurt publishers that create free content and threaten "the sustainability of the web ecosystem". Google is in the business of serving ads, after all, so it only makes sense that they want to protect their lucrative revenue stream.