Chrome's built-in ad blocker (or limiter) is configured to keep ads within a specific acceptability range, as called the Guide to Better Ads. Especially intrusive or annoying ads are blocked; other ads will continue to appear on the pages you view. You can also block ads in Chrome using an extension called AdBlock. This is how it's done.
This is the first time that Google has automatically blocked some ads in Chrome, but while some online publishers are concerned about this measure, as a regular user, you might not even notice. In Google's view, publishers should take responsibility for the ads they show and take control of their ad inventory.