Putting the reins of ad-blocking in the hands of the biggest ad-slinger. Now that's a great idea.
"Google is a member of the Coalition for Better Ads – a group launched last year to represent digital advertising businesses including Facebook and big brands."
To me, this reads as "...the Coalition for Better Ads - a cabal of the ad-slinging big boys who will use their new ad-blocking toy to unfairly discriminate against smaller advertisers. Now I'm no fan of the smaller ad networks (in my experience they tend to be worse for malware, popups etc) but at least most of them don't track your soul across this world, the next and the one after that as well. For that, you need the likes of Google and Facebook. Should a smaller, new ad network with a much greater ethic and better user experience pop up (stop laughing, it could happen!), I'm fairly sure they'll somehow run afoul of this new feature.
I'm with most other commentards thus far. I'll stick with adblock etc.