I think a standard <ad> web component built into browsers is a good idea. This gives the user back control, and allows optimisation directly in the browser with

I think a standard <ad> web component built into browsers is a good idea. This gives the user back control, and allows optimisation directly in the browser with C++ - also allows us to say: load only X ads with Y performance constraints and no more than Z bandwidth before they get dropped. Yes, it does ultimately make it easier to block ads, but 1) Users who want to do that are always going to, and I'll always stay on the side of freedom for the user. We might as well ditch ad blockers and their performance issues if we can. 2) We have a standard way for publications to respectfully say no to serving content to blocking users rather than the JavaScript, anti-ad-blocker monstrosities we've got today - I respect the freedom of companies too, and they're always going to try and do this - likewise, we might as well ditch the awful performance/battery issues with this. 3) Performance and privacy can be kept in the hands of the user. This also means GDPR consent and a whole host of other stuff can be handled directly by the browser too. Asking the user to allow ads can be built right in and privacy is preserved if they say no which is better than all the consent dialogs we've got today. Would be interested in everyone's thoughts on this. My approach probably will result in it being more difficult to ask content, but it preserves privacy and performance to the extent the user is willing.