Open ad standards seems to be a good idea. Most companies prepare ads in secret and put them in Adwords. If Robads standards catch up it may open the advertiser ads to everyone; that is good for consumers, advertisers and most ad mediators.
if everyone publishes their ads on their own web site using a robads.json text file similar to robads.txt, it will augment the web experience and will enable people to discover offers and deals better.
Have you looked into display ad exchanges and how they store and manipulate ads? That could be an easier place to get traction.