Ugh, I don't like this. Why is one of the worlds largest advertiser deciding what ads will be displayed, and which ads wont. Seems kind of like leaving the fox guarding the hen house.
They're making a decision based on pretty measurable psychometric variables (flashing, size), not content. They included in their position a commitment that they will not serve their own ads on such sites, so they stand to lose if the publisher commits to losing. It's the publisher's choice if they want to degrade the quality of the open web by overselling psychological manipulation techniques that advertisers obviously want to employ. But Google is exercising its right to exit that market.
I can imagine a statement like: "We block all the annoying ads, and therefore there is no legitimate reason to use ad block, therefore we are forcing you to view ads because now they are all relevant".