If the web is slow or unusable (especially on mobile in India, for example), then Google search is useless on mobile in India, so nobody will want to buy mobile search ads in India.
We announced Trusted Web activities https://developers.google.com/web/updates/2017/10/using-twa which give you a fullscreen surface for web content in an Android App in the store and allow you to offer more integration with the Android operating system (protocol and scheme handling, quick links etc)... I do think this is interesting, I worked on the Chrome Web Store when it launched and the number one complaint was that the experiences "were just bookmarks" and I think Trusted Web activities give us a chance to experiment with deeper web integrations on the host platform before we are able to standardize it.
Trusted Web activity is just a general way to launch you PWA fullscreen from an Android actitivy.
There needs to be pressure on the entire ad industry (including Google's products) to not hurt the users experience with crappy and bloaty ads the ruin the hard work product teams make to build on the web. I do believe (I am biased as I am on the Chrome team) that the Chrome team want to do the right thing for the users of the web.
Really the only people I might trust would be google, but there is a conflict of interest I think considering they have a vested interest in enabling things like tracking.
So who does this “certification?” Hopefully not the same people who call for 8 digit passwords you have to chance arbitrarily every three months or people who’s idea of security comes from circa 1996 Microsoft documentation.