If it was in Google's interests, we'd probably have that already.
Now a google ad is treated (by customers with adblock) the same way as the most shitty ads = gets blocked. Maybe if chrome blocked the worst kinds on its own, less people would use adblockers in general.
Ad blocking is not a hobby. It's a must nowadays. Google needs to step in or face the possibility of 80% of users adblocking. And when you install Ublock you don't pick and choose only "light" filters. You go all the way, to zero ads. Mozilla should have bundled an adblock with firefox ages ago. They could start with blocking only the worst ads. That would be some pressure on the market.
[1] https://www.betterads.org/standards/ [2] https://www.cnbc.com/2017/06/01/google-confirms-ad-blocker-c...
My guess: they don't want to feed and speed up the cat-and-mouse game, so whenever ad-blockers become ubiquitous they still have a chance to outsmart them.
Anyway, I think at some point AI will bust all ads, and Google will have to come up with really smart ways to still make money while not annoying its users.
maybe make it part of the "acceptable ads" requirements