Also, I'd love to see ad serving go back to direct sold simple images and links, with no tracking or programmatic targeting involved at all. Obviously for 99%

Also, I'd love to see ad serving go back to direct sold simple images and links, with no tracking or programmatic targeting involved at all. Obviously for 99% of websites this is impossible, but it'd be more equitable long term. I often wonder how the web would have evolved differently if early in the HTML spec an <ad> html tag was added that just had a SRC and href attribute.