It&#x27;s not clear that Google are taking this tack, but, as with content, I feel it&#x27;s time to introduce the concept to the Web.<p>Author and publisher accountability.<p>Advertising providers, and advertising <i>publishers</i>, who forward &quot;bad ads&quot; are given a time-out.<p>Perhaps 10 minutes for the first instance, but increasing durations for repeat ocurrences.  Days, weeks, and months for gratuitious violations.<p>Ad providers and publishers who find they&#x27;re being timed out for violating standards are, likely, going to clean up their acts, and find ways to ensure that mistakes <i>don&#x27;t</i> happen. Including direct vetting of content -- on their own if not by Google.<p>This is in Google&#x27;s interest, because, as with others on this thread, the way I fought bad ads in 2015 was to install 60,000 lines plus of &#x2F;etc&#x2F;hosts entries, uBlock origin, Ghostery, Privacy Badger, uMatrix, and, for added pleasure, Styleish, to rewrite site CSS myself.  On all my own platforms.<p>And across the desktops of users I administer for.<p>Virtually all advertising is worthless, targeted advertising doubly so, and Google are in for hurt if they cannot reverse this perception. Meantime they&#x27;re best positioned to buy themselves a few more years of time.<p>The other end they could try fixing is to make the results of <i>directed product search</i> -- that activity that happens when people are  actively seeking products or services -- not suck as abysmally bad as it does now.  Boot camp for vendors of how you should, and shouldn&#x27;t, write ad copy, take product images, etc., might not be out of the question. Not that Google&#x27;s to blame for all of this (not in the least) -- Amazon&#x27;s product search pages are as bad as any I&#x27;ve seen online (Ikea, by contrast, does well, the moreso because they showed me what I wanted to look for at the store).<p>Or maybe it&#x27;s time for a true Federated Retail initiative.