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How about I open a proxy, replace all ads with my ads, redirect the content to you and we share the ad revenue?

That's somewhat antisocial, but perfectly legal in the US. It's called PayPal Honey, for example, and has been running for 13 years now.

Since when does PayPal Honey replace ads on websites?

> PayPal Honey is a browser extension that automatically finds and applies coupon codes at checkout with a single click.

They overwrite ad attributions, affiliate links, clickthrough attributions with their own.

That's the Brave browser.