I think you might be missing the point. The technical reason why it's really easy to block huge swaths of internet advertising is because unless the advertiser

I think you might be missing the point. The technical reason why it's really easy to block huge swaths of internet advertising is because unless the advertiser is serving the ads themselves they don't trust that they're being served. If you serve the ads from your own domain, then the filters necessary become very complicated very quickly. So if I understand his proposal, it's to allow bloggers to serve google/doubleclick/etc ads from their own domains to avoid the adblockers, but with some sort of reliable audit system to ensure the ads are being served as often as the advertiser is paying for.