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And, for the foreseeable future at least, advertising is a key commercial engine of the internet, and the most efficient way to ensure the majority of content remains free and accessible to as many people as possible.

I'm afraid they aren't wrong. The majority of people aren't going to pay for access to random blogs etc. So we'd end up with only the big players having usable sites.

People kick off about ads but rarely suggest an alternative to funding the internet.

Back in the day ads were targeted based on the website's target audience not the user's personal data. It works fine but is less effective. Don't see why they couldn't go that way.