So I kinda think this might become a huge thing next year. The world's largest ad company, whose browser is being used by 60% of all people, gets to control what ads you get to see.
That means that they could totally kill Facebook's revenue. Or 'nudge' publishers / platforms in the direction they want - heard someone in the media industry explain that the reason everyone is moving to Facebook videos these days, is because it is one of the few things that drives traffic and ad revenue to publishers. What's stopping Google from setting the course and only showing ads where they want it on, killing everything else?
I can recommend switching to Iridium Browser if this new development would start to interfere with anyone's browsing (and you just have to use a Chrome-like browser). It's Chromium that "doesn't call back to home" and got generally improved security, so I'm going to guess that when Google will deploy its own Ad Blocker extracting it will be their top priority. Also, bookmark this thing.
Obviously, I don't like the way it's going.
Apart from "Don't be evil"? Most likely just some abstruse legalese. Though, it's better to be safe than sorry.