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In defence of online ads: The 'net ain't free and you ain't paying

Charles 9 Silver badge

Or the ad folks could just offer themselves as proxies so that all content becomes first-party to the ad slinger. That's another way to tie the ad part-and-parcel to the article to make it impossible to skim (because you can now even inline the ad with the text of the article--try blocking THAT). Furthermore, they can probably host the proxies outside the EU or any other country that tries to impose ornery rules and start waging sovereignty conflicts until a decision comes to block parts of the Internet wholesale.

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