As that market gets shut off, we're back to aggressively using interruption marketing "shock jock" ads and auto-play video. Click now or forever hold your peace...
The problem with contextually targeted ads is there is no real guarantee of repetition and brand building...
Advertisers thought they could get away with pop-ups until browsers shut them down by shipping pop-up blockers by default. I have no doubt ad blockers will shut down that market as well. Hopefully it will shut all of it down, driving advertisers out of the internet forever.
1) I have a problem or a need that I am looking to fulfill.
2) I ask (E.G. a search engine) about fulfilling that need.
3) The results are no BS, no hidden fees, directly up-front responses that tell me how much something is going to cost, where it is, and maybe why that will solve my needs/desires.
That is the only place at all that 'ads' belong, informative messages that are intended to actually help BOTH the consumer and any service provider.
Commercial ads aren't perfect but they represent a decent middle ground for content creators. And have a powerful moderating effect on webmaster behavior.
If you want a nasty experience, look at any non-sponsored digital eco-system which doesn't qualify for display ads. Things tend to get pretty raw in a hurry. (and most nice content creators stop wasting time and get regular jobs)