I was reading about this today. Here’s the source:
Google GitHub post
Problem #1 it aims to address
Users like visiting websites that are expensive to create and maintain, but they often want or need to do it without paying directly. These websites fund themselves with ads, but the advertisers can only afford to pay for humans to see the ads, rather than robots.
Any mention of open protocols or generally agreed solutions? Nope. As the guy says, this is Google protecting its ad revenues against those that would dare to use an ad blocker.
Bit early yet IMHO … but soon.