The rise of ad blockers came as a wake-up call to the digital ad business. A necessary one. Ad spamming on sites arose as publishers tried to squeeze more revenue out of each page. This has deteriorated user experience—at times leading to unusable conditions on leading websites. But the pendulum is swinging back. Google Chrome, by far the world’s most-used browser, will soon release ad blocking for auto-play videos and other types of ad spam. Sure, it will help them solidify their control over the industry. But it will also incentivize publishers to clean up their act.