Re: The IAB wants more consumer-friendly and “lighter” ...
And until all that happens, I'll stick to: 0. no ads.
I _tried_ to selectively allow ads. It is very near impossible to me, hence utterly impossible for the majority of people.
Here is another reason to block ads not mentioned so far: NSFW material. I had a full screen pop-up "adult entertainment" ad very recently when I partially disabled Adblock. No having Adblock may cost you your job.
Dear advertisers: FU, FU, and FU with a rake.