Google CEO Sundar Pichai takes the stage during the presentation of new Google hardware in San Francisco on Oct. 4, 2016.

Google has a plan to block ads inside Chrome, which could mean big problems for media companies, but it has a plan to soften the blow.



The company won't just flip a switch and leave publishers out in the cold. Instead, Google will give publishers a 6-month lead time to get things in order, according to The Wall Street Journal.

Publishers will have access to a new tool that'll let them know whether or not their ads are deemed unacceptable by the Coalition for Better Ads.

The move may end up hurting smaller sites that rely on lower-quality ads the most, since those types of ads are more prevalent on sites that don't generate as much traffic as much larger publishers. The Coalition for Better Ads' website identifies both desktop and mobile web ads that it deems unacceptable for end-user experiences.