For the record, I (and I think many others like me) are totally fine with old-school display ads. You can show me all the ads you can get advertisers to pay for, and I might even click on them if they're presented in a relevant context (an ad for a game on a review of a similar game).

What I object to are invasive ad networks that try to track me all over the internet and build a comprehensive profile of my identity and online activities. As far as I'm concerned THAT is the problem browser companies need to be addressing.

I don't understand why Firefox/Apple/Microsoft haven't been pushing this angle. They could strike a blow against their rival Google, and for their users, in the same stroke.