Google already has a date to activate the Chrome ad blocker, as of February 15, 2018 the browser will stop showing certain ads that do not comply with the company’s rules.
In April of 2017 Google announced that it would be integrating an ad blocker in Chrome, and a few months later it was already possible to test the anti-advertising system within Chrome Canary.
The blocker does not seem to be related to the launch of a specific version of the browser, as Chrome 64 is scheduled to arrive on January 23, and Chrome 65 does not arrive until March 6.
Not all ads on the web will be blocked by Chrome, it is not an equivalent to AdBlock Plus or similar tools, but an initiative of the same company that serves one of the highest percentages of ads on the web, according to them, improve industry standards when showing advertising.
Google is part of the Coalition for better ads, which offers a series of standards on how online ads can be improved. Things like advertisements that play sounds unexpectedly or ads that span an entire page are prohibited.
Those sites that see your ads affected by the Chrome ad blocker must follow several steps for Google to review their pages and make sure that the violations have been corrected. They can do so through the Ad Experience Report.