[nsomaru]

Why not build a generic system where ads are served to the server serving the website (which maintains a cache of relevant ads and serves them appropriately)?

That way you can get the benefits of a network + the benefits of serving from the same server that is serving the content

[hcon]

Yeah, I'm sure Adsense will let you proxy requests through my server soon or release some similar offering.

It would come at the massive expense of high-quality tracking and thus incur a massive reduction in ad revenue, but it's an imminent trade-off that beats unconditional adblocking.

I think everything is just waiting for the actual tipping point that forces everyone's hand like we always do. Adblockers are still the minority.