Here is another argument for curated ads or ads that are matching the page content, not the viewer:
Seeing ads that are for something very different than the page content give me a high mental overhead, such as ads for games when I search for programming, or ads for food when I look for games. They are highjacking my though processes and I have to extend effort to manage all these things in my head.
On the other hand, if the ads match what I'm trying to do, such as programming ressources for programming, games for games etc, I even find them helpful sometimes, and there is very little mental overhead.
Not all ads are the same level of annoying. I wish we could go back to tracking-free advertisement, not just because tracking is bad in itself.