Targeting is very much possible, just as with magazines. If you have a recipes site you could have ads for kitchen tools. If you have a music site you have ads for local events. If you have lifestyle magazine you have clothing and interior ads. I would even go as far and say that this type of targeting is better then now when you go to a webshop, search for a product and suddenly starts seeing that product plastered all over the web, often even after you actually already bought the freaking product.

> But then tracking and targeting is not possible

That is kind of the point. Online ads should go back being exactly like print ads are. Sold individually, static, untargeted and un-trackable. Not because the ad-networks, advertisers or site owners think its best, but because its the only type of ad that the viewers will accept eventually.