Given that even reputable/suable ad networks have been caught distributing malware, I don't see ad slots served by third parties as much better than open inboxe

Given that even reputable/suable ad networks have been caught distributing malware, I don't see ad slots served by third parties as much better than open inboxes (though at least most mail clients don't load external resources or execute JS by default...). I think the web equivalent of CANSPAM-compliant mail is first-party advertising and third party networks who make a real effort to block malware and enforce some sort of design and privacy standards; maybe they would even obey do-not-track. The bottom-feeders are most of what currently shoves ads at people's faces.