The 10% that click are likely spit somewhere around 50-50 between the least valuable eyeballs (suckers who click ads) and people that actually are interested, depending upon the ad type (Search more valuable, banners less so).
Is there a better response, you think, that would possibly decrease the number of ads I see?
And in the end, I don't really see much variety in the ads I see. Decent variety in account/company, but very little variety in product/market type.
I've noticed more and more dark patterns to trick users into accidentally clicking on an ad. Showing an "x" in the top corner before the ad is allowed to be closed/skipped, for example. I'm not sure whether it's game developers or advertising agencies who are responsible but it's definitely frustrating.