As part of NiemanLab’s “Predictions for Journalism 2016”, Felix Salmon makes a hopeful prediction:
 will mark the point at which the sheer quantity of junky adtech encrustations on publishers’ sites will start going down rather than up.
Salmon isn’t suggesting that ads are abolished entirely. Instead, he predicts a change in the ads you see on the web:
The change is going to be wonderful not only for the mobile web, but also — eventually — for creativity in the online ad industry. When brute force and invasions of privacy don’t work any more, that’s when creatives start to really show their value.
Source: “Cleanliness is next to godliness” (NiemanLab)