Rumors are that Google is putting an ad blocking feature in Chrome, and publishers are understandably concerned. Still, many say the feature will be less of an ad blocker and more of an ad filter. With this intent to filter out bad ads — rather than block them, regardless of quality — it seems the problem is out-of-date ad standards, not the not the ads themselves.
Responsible ad filtering
Traditional ad-blocking companies show no regard for publisher wellbeing. They essentially blackmail publishers, depriving them of revenue by blocking ads unless publishers pay them not to. But ad blockers that instead filter ads based on quality could be good for publishers.
Source:: AdAge – Digital