what about fraud?
If you are saying that fraud is harder to detect without building user profiles, that might be so. But it's not impossible.
If you are saying that ads can be changed into clickbait I guess you'll have find a way to deal with that. I think an ad network should have an active relationship with both advertisers and publishers and not the anonymous, fully automated, crappy relationship Google has right now.
And don't get me started on mobile.
That's why I'm staying away from ppc and am advertising with CPM. My spidey-sense tells me it hasn't been as thoroughly gamed yet.
The quality score is quality from Google's point of view. If I put in things that help me qualify my leads (and get fewer people clicking and discovering that they don't want it), my quality score goes down. (The best way to do that, by the way, is to put in a price. Then the people who are just doing research tend to not click it. But you get penalized for that.)
They are throwing no intelligence at it. I have an entire site set up around study skills. My quality score for "study skills?" 1/10.
You could setup a non-profit for tracking views and maybe even clicks, that only uses this information for statistical analysis. Revenue can be shared based on these statistics. The fraud issue would also have to be tackled by this entity.