What's the difference between showing adverts on the next page or adverts further down the same page? They could continue all the way to the bottom of the page. Not that I want to see this but it would be an improvement on paged articles.
Advertisers want to appear near the top of the page or near the top of the content - that's why ad networks have rules about the placement of ads. Even Google (which is more performance than brand) limits the number of units that are displayed on a single page.
If your ads are at the top then there's a good chance that they will appear on the user's screen. If your ads are at the bottom and the user found the article boring then the browser was closed before seeing the ad, yet the impression was still paid for (hence, much lower rates).
I'm guessing the issue is that if you use paged content you know that the user has looked at that part of the article. If the adverts are all on the same page then an impression is not proof that a user has had that advert appear on the screen. Having said that if bootstrap's scrollspy can detect when you've scrolled content into view then I don't see why you shouldn't be able to track advert views in the same way.
Typically, it makes for a horrific reading experience. And I believe it will become bad for business, too, if enough high-quality content sites emerge and offer a far more compelling experience to draw readers away.
There's a hurdle preventing that from happening, however, and the hurdle is that users seem fairly site-agnostic in their content preferences. They consume information without a great deal of thought as to where it came from. And it's easier than ever to receive content now, through social channels, and never even have an inkling as to its original source or site. This liquidity and disposability of content means that content farms still have a big advantage over sites that attempt to make themselves into interesting, repeat-visit destinations.
Now, savvier and more intelligent readers -- the kind who probably frequent this community -- tend to avoid content farms, and probably don't click on articles entitled "10 Totally Weird Diet Tricks That Will Burn Away 10 Lbs in One Day!!!," requiring a 10-page click through to read. But sadly, a lot of people do click those things. A lot.
If you are selling views, that will not wash with the advertiser as you can't reliably tell if the user has scrolled to see the lower adverts (whereas you can easily see if they clicked to see page two).
Of course even now your stats are going to over-count already (the ad may stil count as a view if there was an error on the ad server, or if the user had a proxy or plugin that blocked it (depending how that blocking is done), and so on) but that particular source of uncertainty is already accepted as an unavoidable consequence of the way the tech works, where the advertisers will see the "can't really tell if they saw the lower one" issue as a solved problem: just put the lower content and adverts on a new page.