Who should hold the real power on user experience?

In a recent open letter to Coalition for Better Ads, the IAB, the ANA, and the 4A's complained about how their standards for better ads are being implemented by the browser companies like Apple and Google.

These groups propose that the enforcement of the ad standards should be handled by Coalition and not by the large technology/browser companies. This appears to me as a clear power struggle.

• Google (Chrome) announced in June that its Chrome browser will come with a pre-installed technology that blocks annoying ad formats. Google expects to roll out this feature in early 2018.
• Apple(Safari) recently imposed strict cookie standards which was opposed by many media and advertising companies.
• Microsoft (Edge) & Mozilla (Firefox) did not make any drastic moves yet.

I think it's easy for these large technology companies to take the moral high ground and claim that they are defending their user’s experience, with the type of weird and annoying ads out there we can’t fully blame them.

At the same time, the “industry-wide self-regulation” cannot be as effective as the technology companies as they very little control to enforce any reward or punishments.

If both parties take no action, no one can stop the publishers who are aggressively monetizing the website without caring about user experience and the users continue to embrace ad blockers.

My personal opinion is that we involuntarily gave a lot of control to the tech giants already, I don’t want them to control how we experience the internet (even if it is for our better experience), users can punish the publishers with ad blockers, of course, the good publishers might suffer but we still have the control.

Leading international trade associations and companies involved in online media formed Coalition for Better Ads to improve the consumer's experience with online advertising.

Here is the link to the official open letter by the IAB, the ANA, and the 4A's