Chrome is experimenting with displaying ads on the new tab page

Google company has added to test builds Chrome Canary, which will form the basis of the release of Chrome 88, a new experimental flag (chrome://flags#ntp-shopping-tasks-module) that enables the display of a module with ads on the page shown when a new tab is opened. Ads are shown based on user activity on Google services. For example, if a user has previously searched for information related to chairs in the Google search engine, they will be shown ads offering to buy chairs. There is no information about the intention to enable this module by default yet.

Source: opennet.ru