I've been waiting so long for it to be a bubble that pops, web ads just can't be worth that much when they are so bad. I see some "captive" ads now, and I can

I've been waiting so long for it to be a bubble that pops, web ads just can't be worth that much when they are so bad. I see some "captive" ads now, and I can imagine those are worth so much more - for example instagram play-between ads. No wonder the open web is dying.