Publishers won’t solve this problem: they cannot consistently enforce standards of decency and security on the ad networks that they embed in their sites. Just as browsers added pop-up blockers to protect us from that abusive annoyance, new browser-level countermeasures are needed to protect us from today’s web abuses.
And we shouldn’t feel guilty about this. The “implied contract” theory that we’ve agreed to view ads in exchange for free content is void because we can’t review the terms first — as soon as we follow a link, our browsers load, execute, transfer, and track everything embedded by the publisher. Our data, battery life, time, and privacy are taken by a blank check with no recourse. It’s like ordering from a restaurant menu with no prices, then being forced to pay whatever the restaurant demands at the end of the meal.
If publishers want to offer free content funded by advertising, the burden is on them to choose ad content and methods that their readers will tolerate and respond to.