When ads are relevant and contextual enough, they become as good as or better than content. The problem isn't advertising. The problem is bad, mediocre, even malicious ads and ad formats.

The proliferation of terrible ads and ad formats fueled the rise of adblock. Adblock is how users fight back.

Adblock companies could collectively start to influence what ads are allowed through, but most attempts at this have been corrupted in the usual and predictable ways.