Profits from serving ads should be heavily taxed, since they are non-productive anyway. All bussiness are in a bidding war for ads, and they have to try to outs

Profits from serving ads should be heavily taxed, since they are non-productive anyway. All bussiness are in a bidding war for ads, and they have to try to outspend themselves. By taxing ads, we don't change the balance of power between businesses (so it's still a fair game), but we lower the importance of ad-based businesses which don't add much (if any) value to the overall economy.