Had short talk with guy who is responsible for placing ads on many big sites.

Thing with modern ads is that they are extremely annoying, it is lot of them and they are extremely inefficient. But they also kill the content. Why it is so?

Even at the start and prior the age of ad blockers every site around made negative selection, as it was the lowest quality and dumbest part of their visitors who click on most ads, so they gradually adjusted. As it is not too large part and site want good money - they placed more and more ads. And the more ads you place - they smallest is the cluster of dumbest guys.

All sites also adjusted content accordingly. If you get cameras and lenses review sites - all their reviews are not written for you, they are written to machine called Google bot. All of articles are written according to schemes and checked to match certain SEO measurements (usually they have software for this or third party company do it with their software). Also it is very important for site to attract more matching Google ads, hence article must be written in specific manner. It is not that algorithms are becoming better, it is that humans are constantly adapting to dumb algorithms. But quality of content dropped a lot.

As ad blockers came new round of negative selection fired. Sites try to counter this with huge popups asking you to turn on ads - but they are stupid like hell. Any such popup is just indication that present model time is up, it can't be dragged along and only sides that are interested for this horror to continue are Google and big corporations, not the content creators.