I would be in favor of some kind of vetting program, where you (the ad network) commit to ensuring your (customers') ads aren't scammy, e.g. advertising on software download sites with an ad that looks like a download button. Much like spam, if your ads get reported and they're verified as being in violation, you get taken off the whitelist.
Unfortunately, the main use case I have for 'ad blockers' isn't just blocking visual ads; it's blocking sometimes tens of megabytes of third-party javascript, tracking, analytics, etc., which is not just a huge privacy issue but also slows the page down tremendously.
I remember working at a company which hosted and maintained, for a client, a forum for A-level testing students in the UK, or something of the sort. Over the years, they had insisted on us adding more and more to the site; third-party widgets, trackers, analytics, etc. Each time, we pushed back because of the impact to page loads, which leads to increased bounce rate, lower time-on-site, and so on, but they were the customer and had the final say.
Then, suddenly, Google announced that it was going to start factoring page load times into pages' search ratings and, overnight, the client was frantically asking us how we could improve their page times because they were absolutely atrocious.
Fortunately, or unfortunately, a lot of techniques came around to improve page load times while still letting you load your page full of noisy cruft and garbage, so now we have pages that load nice and quick and then, over the next few seconds, ruin themselves with trash that ruins the experience. "Articles" where every paragraph break is punctuated with another ad, pages with pop-up after pop-up asking if you want to join the site, sign up for a newsletter, check out our substack.
This is the sort of reason why people gravitate towards a site's app, I suspect, but that just solves the loading time issue and prevents you from blocking trackers and ads.