Earlier quoted context omitted.
As a predominantly frontend developer, I sometimes (just for giggles) check to see the page load of pages I visit. It always dismays me to see a site's own resources only take 200-500kb of bandwidth... and then all the ads and associated requests take another 25MB. It's quite common and I keep thinking there must be a better way..
Well, there is - but consumers prefer free + ads to micro-payments or subscriptions. Granted there has been pushback recently but that's usually due to gross abuse of ads. The only realistic way that I see forward are the ad networks (and this includes Google) setting lower maximum payload sizes for ads. Obviously sites can push back on quality and size but it's a hard metric to track consistently given how ad networ…
The fact is: ad-based model just puts the burden on those most susceptible to advertising. It's similar enough to funding schools through state lotteries in that the money comes from somewhere or the results go underfunded, and if you accept state-run lotteries or anything that looks even slightly like today's ad-based internet, you are talking about a funding source that is deeply and fundamentally unethical.