Among the 700 sites that are deemed to be in danger of failing the new standards are Forbes, the LA Times, the Chicago Tribune, the New York Daily News, Kiplinger's Personal Finance Magazine and others, according to Digiday, which first reported that Google had sent notices to 700 publishers.

http://nypost.com/2017/08/10/google-warns-700-publishers-digital-ads-will-be-blocked-by-chrome-update/

The IAB will never come up with an industry-regulated standard that will keep non-luddites from adblocking.

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Ads are going to have to go in-context to get eyeballs. Product-placement, etc.