SPDY and thus HTTP/2 have made a big deal of being a binary protocol and being compressed. Oh, and tokenized. All in order to make web page transmission more efficient.
Yes. The company that recently introduced a several second interstitial animation of an envelope opening up when I open my Gmail is *very* concerned with how quickly web pages load up.
The fact that all this multiplexing, tokenization and compression make it harder to intercept the streams for ads is coincidental, I'm sure.