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I thought it was odd that they allowed them to be there for so long.... 
I say good.  Some devs put ads in for a lil beer money...others do so purely for the ad revenue as they have made it so that when you use the app itself, they intend for you to click on the ads accidentally.  Just let the users decide in the comments.  The shady devs will be weeded out on their merit.

I personally don't like ads in apps and never install those apps...I think ads ruin apps.  But to each their own.
it's a necessary evil, if you want free apps you gotta pay the piper at some point
I think this will backlash... I know - they live from ads. But with this move they alienate their most loyal group of users - the power users.
Wonder if they will go after firewall apps as well. Since you can technically block ads with them, but not the primary purpose.
Not very open of a move by google. If I know how to root, I can figure out how to sideload or use other app stores. This is a no win move.
I aprove of this...for months I had MMS sending and reciving issues, SO much that I changed carriers outta fustration, only to eventually find out it was an adblocker app responsible for the problem.  To think I actually went from Pre-paid to a 2 year contract over a damn app really upsets me, but what's done is done.
Someone spends the time to develop an application and then he has a decision:
1. Do I give this away for free
2. Do I charge people for the app
3. Do I allow ads on the app to achieve some level of payback for spending my time

I don't know too many people who work for free.

If I am morally against ads, I will not install apps that use them. 
You guys do realize that they're just removed from the play store. This isn't an outright attack on ad-blockers. You can easily side-load them, they're just making it a requirement to do so now. The only people this really hurts are people who don't know what they're doing in which case they probably shouldn't have adblockers to begin with.
+Charlie Fairchild at least I know - but I do support several family members with their smartphones and is simply easier to install an ad-blocker from the market on all their smart-devices and then let them auto update instead of having to check for updates manually from time to time.
I have to admit, I was wondering when this would happen.  However, this isn't completely fair either.  There are numerous companies that ABUSE the use of ads in their apps that make it difficult to use their products, or unsightly.  Ads also impact our devices battery life.  If Google want's to force ads on customers (which again is understandable...they pay the bills), then Google needs to establish guidelines and rules towards how ads are implemented and used in free apps, or that they show NOT appear in paid apps.
Uhm.. Not nagging, but isn't Google (etc...) getting money from ads? So why is everyone so shocked and angry about the fact they don't want ad blocking stuff.. I'm confused..
+Charlie Fairchild It's about choice. Why shouldn't I have control over what's going on on my device? Also why should only tech-savvy users have that right?

Just like I have the choice to block some traffic for the purpose of parental control I also want to block other traffic - like ads which use up my precious bandwidth.
+Sven Frenzel Unfortunately for you this is exactly the thing they're probably trying to prevent. Google would probably prefer that you don't use an adblocker, but they're not going to prevent them. Instead they're just making it so that the common man will see ads to keep the apps profitable. While you'll stay ad free, your less tech savy friends and family will just have to look at a few more ads (which could lead to an improved experience if the app detects ad blocking attempts). So while I understand your annoyance, I think this is a good move by google
Just to make it clear from my experience as a one gets into the mobile app game with the expectation of becoming rich.  We know that we won't even come close to making back what the time we put in is or should be worth.  We sell most of our apps for a buck or two just to have Google take 30% of that.  You have to get extremely lucky to make it big.

So support the devs.  Buy don't pirate.  Use the ones with ads, if you like them, and don't block the ads.  If the dev isn't being shady then the ads won't be obtrusive or placed right next to functional app buttons.

But I do make an exception for AirPush ads...those are just plain terrible in every way.  :)
Chillout guys, Ads are very important for the developers to make revenue from their apps which most of the users dont want to pay, and thus they have no other option to make apps free. The whole ecosystem is depending on the Ad revenue. If there was no way for app developers to make money, Android will lose its charm for them to develop apps for.. I seriously in my personal opinion consider this as a wise move by google. If you dont like ads, go buy an iphone and start paying $$ for the same apps you were getting free in Android..
+Charlie Fairchild you are probably right. And I totally agree that a broad ad-seeing mass is necessary to keep the current model running. So in reality no hard feelings from me.. It's just a small annoyance. :)  
+Kahil Nettleton I use Adblockers, but I have purchased a large majority of my apps.  Friendcaster, TweetCaster, a variety of games, a couple IM apps, and more.  However, look at Rovio.  You pay for the game, and then you get slammed with ads.  Seriously?  As for a minor ad here or there, fine, its tolerable...especially since screens are getting bigger.  Ever deal with ads when you have a 3.5 in screen with a low PPI display?  It blows, to the point of unsightly unusability.
If you don't want ads, why don't you BUY the adfree version of an app (if there is any)?
I'm pleasantly surprised at the lack of comments from butthurt people with a sense of entitlement.
+Marc Rasmussen great idea...however, let us ask Rovio what the difference between a free and paid app is when it comes to said ads...In theory, purchasing over freebies is the way to go to get away from obtrusive ads.  However, not all companies follow this logic and simply want to maintain a simple method of constant revenue off of a single app.  If having ads constantly there, problem solved.
+Kahil Nettleton Yes I know Google makes most of its income from ads. I prefer to buy ad free apps for the reason of screen space on mobile. I dont mind adds on desktop.
+Charlie Fairchild Most people can't, though which is effectively a limitation of choice.

I'm happy that my parents even know what apps are and how to get them from the Play store but they have no clue about how to sideload an app. They don't have a choice.
+Eric Schuetz The ads are in the pause screen on their games.  Is that interfering with your game play during dumps?  Nope...

Don't like apps with ads in them?  Then don't install them...or install the paid versions.  That simple bud.
+Thomas Greiner But then your parents probably don't know how ads get to your phone or how to block them (meaning install an adblocking app). So in reality this wont affect them to begin with except when they now ask you how to block the ads you'll respond with something along the lines of "it's not possible anymore" because you'll be too lazy to explain to them how to sideload. (At least that's my plan!) Once they DID install adblock and another app restricted behavior based on the detection of the adblock app they wouldn't know how to fix that either. So in reality this is keeping things simple for those that need things simple. If you want to make the android experience your own then you are still free to do that!
+Eric Schuetz if you have ads in a paid version then give them a bad rating, a bad review, ask the developers why they do that, uninstall the app. But don't complain and continue to use it
+Kahil Nettleton if you read my other posts on this thread, you will see that I do spend my money* (edit due to typo) in the Play Store for apps.  Not one or two here and there, but I have spent quite a bit on apps for my devices.  I am glad to pay for such apps to support developers, as it is them that provide me with my entertainment and other needs.  SO with that, my hats off to their work, and my appreciation to them.

The problem...again...with ads on apps isn't about "entitlement" or being a gimme.  It is about my device running optimally, and the app being usable.  Having an ad take up the lower third limiting my viewability to next to nothing on a small screen is inexcusable.

However, this whole thread will be a back and forth war between those that hate ads and feel that we shouldn't have ANY ads in apps, versus the developers that champion the use of ads as the ads do establish a cash flow to cover development costs.  There is no one side that has the absolute answer towards this issue.
+Marc Rasmussen That is just what I do.  I don't keep an app installed when I don't have to.  I utilize the 15 minute window when viable.  And I do leave negative reviews when called for.  I don't just sit and whine.  I have been around the block enough to know the proper etiquette.
+Eric Schuetz choose to install apps with ads in them.  You know that they affect the overall performance of your phone.  So don't install them.

+Marc Rasmussen lol...I know right!  Its like complaining that McDonald's food is making you fat while you are in the drive-thru ordering their food.
+Charlie Fairchild So you think that simply because they don't know that there is a way to block ads that they are less annoyed by them then everyone else?

Adblocking can be made accessible, just like data management was made more and more accessible with every new Android release. There's a difference between what is possible and what you can do.
I'm ok with this, ONLY if they also work to make ads less obtrusive, plentiful, and resource heavy.

Some sites' ads are so annoying, I would never visit them if it WASNT for ad block
+Kahil Nettleton I had a type...moment was to be money.  I buy apps rather than get free apps.  I do what I can to stay away from apps with ads.  However, there is the occassional bad dev that still puts ads in a paid app.  They get bad ratings, and I move on with a refund when possible.  If they want ads in an app, they won't get my money then.
+Thomas Greiner Obviously we're not going to agree which is ok. I understand that you disagree with this move but you keep implying that they've changed something about the OS that doesn't allow for blocking ads and all I'm saying is that is not the case. Personally I'm ok if my parents see a couple of ads if that means better apps but I get that you disagree. We'll see if this attracts any major backlash.
The Play Store is Google's marketplace.  They have the right to choose what will go through it, paid or free.  Its no different than any other store, online or brick-and-mortar.  Not a hard concept to grasp and certainly isn't one to get all bent out of shape over.
In regards to +Nathan Jolly's comments, I agree that ad blocking where developers choose to not give us an adfree option, and we want one...we should be offered one.  People that use adblocking are looked at as criminals.  What about the dev that shoves ads in our faces without so much an option to disable them?  Oh, that is business as usual.  Yes, if we don't want that ad, then don't use the app.  However, if there are no other viable options for what that app offers in regards to a service, don't expect the users to "just give in to the ads".
+Thomas Greiner Sure, I agree that Android is still as open as it was before. It would be different it there were multiple app stores bundled with the OS.
I just wonder which apps they're going to target next…
Hmm, it is ironic. I block ads in what few apps I use that are free, but refuse to allow adblocking my browser, realizing that the revenue keeps the website free.  Personally, I rather pay for quality apps that shit, and rather have ads on quality sites that pay for a subscription for the same free stuff.  Ironic, isn't it?
+Thomas Greiner their next step needs to be focused on the devs.  Things like having dedicated customer support for at least devs with paid apps since they get 30% of all our sales...only seems fair.  Right now all we get are poorly maintained help pages.  They need to allow us to make our own coupons for free downloads of our apps via the Play Store.  Its a much needed marketing tool that has been lacking.  If we simply just give a refund, then they no longer get any future updates.  They need to keep the licensing API updated and stronger.  It gets old seeing your app on the hack sites within a matter of hours after an update is pushed.  Finally, aside from wanting the ability to reply to user comments (some have this but most still don't) we should have a way to report malicious and spam comments.  Face it, a lot of users don't read the app description let alone visit the websites for apps to look for help to a question....they then give 1 star ratings for things that have nothing to do with the app.  If its a simple issue or confusion, most of us can't contact them directly to help so their rating is changed.  Users have a dedicated email form to report dev comments, but devs do not have the same in return.  Marking them as spam does nothing either.  Ratings matter to us and since 1 star ratings hold more weight than a 5 star rating does, we need these things if we want to help ensure success.

Good finally developers can get their money's worth 
I have absolutely zero problem with ads whatsoever.
Every single fantastic Google service that I use for free everyday is only here because of their ads business.
Its about time Google got rid of these ad blocking apps, people don't have to click on the ads if they don't want to.

Its not rocket science.
It's not rocket science to know that sometimes ad servers get infected, & when they do, just downloading an ad gets you infected, not just by clicking on it.

I thought we've all learned that by now.  It's called "Drive-By-Downloading.
+Nathan Jolly Good response and completely understand/agree. I usually just avoid those sites instead of block them but I thought that article was a really good read. On my home pc I actually unblocked ads for that particular site because of it.
In my 30 odd years using computers and multiple mobile devices on a daily basis I have never had a "drive-by-donwloading" of any kind.
I suspect it is the app in question that's the problem as much as anything else.
Funny. I had someone ask how to enable ads on a custom ROM a few weeks back.... Google heard you!
I paid for the device, I pay for the data service.  If they want to serve me ads, they can pay me.
I have adblock installed, since nobody has offered me compensation for their ads delivered to my mobile. 
+Paul Johnson Lemme guess, you have no problem with installing a paid app you download from a hack site either?

Its funny that you think others should pay you for the privilege of choosing to download and install their app.
No, I don't pirate software, I just have a problem with someone else pirating my mobile data, which is what ads on mobile amount to. 
+Paul Johnson No...  YOU choose to install them.  By installing them and knowing that they have ads in them, you are the one giving permission to use the data.

Nice try bud...gonna have to come up with a better argument than that.
+Paul Johnson Funny you should mention it, because that's exactly how it used to work during the pre-y2k era of the internet. There used to be heaps of sites/programs that paid you to watch ads (eg: GetPaid2Surf). All we had to do was sacrifice an inch of our screen and ads would be constantly displayed there. They would pay based on how actively you were using the computer. I even got paid a few times by them - but unfortunately, some jerks had to ruin the whole thing by using keyboard/mouse simulation programs, and then the whole pay-to-view-ads market just died. :(
Good, ads make developers money, developers breathe life into the platform. Grabbing an app/game that is meant to be paid by ads and removing them, is not different from downloading it "ilegally".
I must admit that I have unrooted my Nexus 4 and locked the bootloader again. And yes, I have used an ad blocker before too.
My Nexus 7 is still rooted (but stock) but I haven't installed any ad blocker too.

Interesting is, that I have apps that don't show any ads on my N4 but that do show ads on the N7...
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