I'm optimistic that ad wars will lead to cleaner Internet. Until recently, Internet was like wild west for ads, it's time for more mature, orderly and safer (fo

I'm optimistic that ad wars will lead to cleaner Internet. Until recently, Internet was like wild west for ads, it's time for more mature, orderly and safer (for end-users) solutions. The problem is not ads themselves, but the unregulated and un-trustworthy ads distribution networks. I wouldn't mind old-fashioned paper like ads (pics + text) that do not try to follow me and include arbitrary, possible malicious code. Currently I see two realistic scenarios: 1) companies that provide checked ads and ensure that they meet certain quality standards (I'm ready to bet that Google will take this path in near future) 2) native ads, where big players host ads on their own domain and sell ad space directly (to costumers or agencies).