Ads are just wrong, and in websites, even worse.
Lets start with tv ads.
They are designed to be intrusive, as the ad slingers think (in part, correctly) that othewise we wont notice them. But then, I just dont want to buy from people who ruin my experience by all flashing, putting volume up, interrupting my viewing, etc. Ads a major cause for me no longer watching tv anymore.
Now, ads made the jump to the internet, and in the worse possible way.
They should NOT be more than graphics and/or videos. The decision to allow them to inject code at essentially run (get in this case) time is horrible. The security implication is terrible.
So we end up with adslingers paying too little for space (mostly, 0£ per view), and paying basically per click. Yet who pays for bandwidth, cpu/gpu and risk? the user.
I would rather pay a certain amount of money monthly and the publishers divide it as they agree (per view, or whatever). They would get more money, and I would be less annoyed.
The publishers are to blame, of course, and The Register is in the naughty list. On my 27" Mac Screen (I had to put this somehow) if I disable ad blocking on the register, >50% of the space is ads.
So it is ads, with content as bait.
How come publlishers are content (not happy, and this does not apply to Thereg) to be paid 0,03-0,07 per page view, and then, on a website that you visit lets say daily, 3 times a day (and that is a lot) you ask 7£ per month? that implies 100-250 impressions and not repeating the same customer.. something that would NOT happen as many many campaigns are repeat ads..
So yes, I am annoyed.
As for MOAB working, it will kind of work as long as publishers follow the law, something Facebook does not. Ads getting out of the picture or at least being polite would be great, but we have to put something in place to replace the income of content creators.