I think that it is easier to develop a non bloated page even today. But the problem is that the competition got extremely fierce and the ad networks absurdly data obsessed (without much proof that the targeting works).

I wonder whether we can get to a sane level now. Consumers do not seem to be prioritising sites with less bloat (otherwise there would already be a trend for leaner pages). Those who care probably use ad blockers and aren't the target demographic anyway.