The ad networks that aren't Google aren't going to be happy. They may admit that this could reduce the use of full ad blockers but they're going to loathe that they had no say. Plus, these experiences were shitty for the user but they must have worked.
From a publisher point of view, on the one hand, this is likely to bring reduced revenue from the folks who don't use ad blockers, that will be bad for the publishers. On the other hand, there's the hope that users will stop installing ad blockers and revenue should finally stabilise somewhat. Like the ad networks, I think many publishers will be upset about not having a choice.
And finally, from a user perspective, this doesn't go far enough. Many users will install ad blockers to get rid of the ads on YouTube alone and there are a ton of other unacceptable ad formats that the "Better Ads Standards" don't cover (like animated ads, small sticky ads, ads that look like download buttons).
It seems to me like Google's desperately trying to plug the leak on a sinking boat with a straw. It might mitigate things for a while but it won't do anything to solve the actual problem.