There's been a great deal of discussion on ad blocking, and the Interactive Advertising Bureau has been monitoring these developments and has realised that ads have gone too far as participants chase every dine, as they put it.
The IAB has come up with a proposal, with an acronym L.E.A.N.
L.E.A.N. stands for Light, Encrypted, Ad choice supported, Non-invasive ads.

Invasiveness is one of the big factors that put me off a site.

We will invite all parties for public comment, and make sure consumer interest groups have the opportunity to provide input.

L.E.A.N. Ads do not replace the current advertising standards many consumers still enjoy and engage with while consuming content on our sites across all IP enabled devices. Rather, these principles will guide an alternative set of standards that provide choice for marketers, content providers, and consumers. IAB Initiative to Combat Ad Blocking: L.E.A.N [iab.com]

Is L.E.A.N too late? Can it push back the tide of distaste for invasive ads?

Previous discussions.
Report: Ad Blocking is Worth $22 Billion in Lost Revenue [webmasterworld.com]
IAB Closely Monitoring The Effects of Ad Blockers [webmasterworld.com]