Content publishers have created a really bad situation for themselves on the web from these types of ads, slow Javascripts, and other "ad tech" excesses.

Apple is responding with ad blocking technology and a news app. Facebook has responded with articles that load quickly from their apps. These solutions represent an existential threat to the open web, and therefore Google.

I really hope Google doesn't just stop at app ads, and starts punishing websites that do objectively horrible things to end-user experience.