I believe that ads are just yet another tragedy of the commons type of thing, where bad actors not only ruin it for everyone, but also convert good actors to being bad actors.

I’d say there’s three tiers:

• Ads showing you things you actually want or need, and providing you with new information.
  • These are going to have high CPMs, so you don’t need many per page, and having more per page will decrease their value, but kind of require tracking to ensure their relevance.
• Ads showing you things you might not want or need, but might cobsider buying, or information that isn’t immediately relevant.
  • This is the baseline for reasonable quality, untargeted ads, and CPMs for these are going to be fairly low, but much higher if you click on them
• Ads promoting scams, malware, and things you neither want nor need.
  • In this case, the CPMs will be virtually zero, so the site is forced to cram as many on the page as they can. They’re also encouraged to get you to click by mistake.
  • This makes people block ads or trackers, reducing the number of ads in the first category and forcing more sites to adopt these patterns.

It’s kind of sad that it’s going this way (and has been for a while) but I guess it’s going to end up with just a return to paying for media with money rather than ads.