I don't think anyone has a problem with ads per se, as long as there aren't that many of them, they are contextual, non-intrusive, non-tracking, etc. So the pro

I don't think anyone has a problem with ads per se, as long as there aren't that many of them, they are contextual, non-intrusive, non-tracking, etc. So the problem is more about not ads, but who is controlling what ads are acceptable and how they are displayed. Imagine a web browser that doesn't let publishers decide how ads are displayed, where and how many of them. It can choose an acceptable ad format for the user, like textual non-tracking ads below the content, and if publishers want, they can use that format to put an ad here, but nowhere else. It will still permit a lot of ad supported content, but will remove all those ad surveillance capitalism incentives and clickbaity user engagement.