> But does your comment mean that sites who make a concerted effort to have as few ads as possible will be fruitless in their efforts? To be totally honest? P

> But does your comment mean that sites who make a concerted effort to have as few ads as possible will be fruitless in their efforts? To be totally honest? Probably. I'd be inclined to whitelist sites that curate their ads or ad networks such that 1) Ads are small and delivered fast 2) Ads do not track users 3) Ads never deliver malware ever. 4) Content is not split or otherwise organized to enhance ad views over readability. 5) Ads do not popup, popover, popunder. 6) No door-in-face to advertise your iOS/Android app. and so on and so forth. The issue here is that you first have to establish that you won't do these things, then I have to trust that you actually keep your word and will continue to avoid bad ads indefinitely into the future. That is, you won't change your mind when revenue decreases. Then I have to extend that same trust to your ad network. I have to trust that they won't "slip up" while you're not watching. And now I have to do that for all the sites that I visit that I may want to whitelist. Thats not really tractable. That trust requires a lot of research on my part or blind faith. And the ad network thing is also a sticking point, because ad networks that have seemingly worked in good faith in the past have become user-hostile when they became larger or had to compete (i.e. Google).