TBH, the only solution is browser makers put out an ad acceptable standard. However, with Google's revenue base on ads, I doubt there will be any change to it until someone come along and disrupted the browsers.
The major difference between email and web advertisement is that the web has so much more money invested into the system, so the browsers and the biggest advertisement system that exist is trying to save the market by ad acceptable standard. Will be interesting to see if they can do what email advertisement could not. Personally I doubt it, as email, scam, and fraud is remains something which the publishers refuse to take responsibility when distributing. Practically every country in the world has advertisement laws, except that none of them is followed on the web.
funny you should call out google for this, as in february chrome will start blocking ads (including google's) on websites that violate the policies defined here: https://www.betterads.org/standards/
https://developers.google.com/web/updates/2017/12/better-ads