Great article- a different perspective that we're not use to seeing.
Although some ads are definitely intrusive, it's unfair to say that all online advertising is equally guilty. Many publishers suffer ‘collateral damage’ because their ads are blocked by default, regardless, even if they are deemed "acceptable". The online ad model definitely needs to be restructured. Unfortunately, alternative business models are difficult to implement, e.g. the freemium ‘payment wall’ business model has low adoption even on premium sites like NYTimes. Even less effective if the user feels they can get the content for free somewhere else. Most people don’t want to pay for online content anyway, as research has shown.
We believe the answer is to keep the internet free, but be more selective about the ads shown to users. The effort must be collaborative if we as users hope to maintain a free internet.