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> If ad blocking really became a significant problem, the next big change I suspect is server-side ad network integration for ad serving.

I'm surprised that's not already the case. Well, not that surprised, it's a business where at least one of sides is scum and server-side makes it a hell lot easier to cheat

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The problem with server side ad insertion as you call it is the lack of accountability.

It gives way too much power to the publisher: they want the ad money and therefore have all the incentives to commit fraud.

At the moment, having the ad distributed by a third party and a ton of other third party JS in the browser allow all parties involved to cross check each other.

The bot problem would be way worse with server side.

We've been really lucky so far that most marketing departments don't seem to interact with the core codebase when it comes to injecting ads, they just get a Tag Manager and can inject as many ads as they like.

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