May be one day, to get around regulations, and issues, ads will be served by web browser themselves, on a top, bottom or side panel. In such case, for example (chrome/adsense), a site would no longer display any ads at all, and when a visitor using chrome visits the site, an ad banner will be shown directly in a chrome side panel. And web publisher would be payed for the display/click/action the same way as if the ad was displayed on the page itself.
Benefits :
- since sites will no longer display ads, they'll be very fast, and improving user experience,
- ads will be visible 100% of the time, since they'll be on the browser's UI, even if the user scrolls the page,
- ads couldn't be block,
- ads will no longer risk to be intrusive,
- tracking/history could remain within the browser, on the user's device, so no more GDPR problems for tracking users,
This could easily be set up, for example, in the page <head></head>, the publisher can insert his Adsense ID in a specific field that the browser would read.
