Whatever fancies publishers/distributors - as long as end-users are in charge of what their computer's doing and have the final saying.

If end-user can instruct their computer "do this and don't do that" and freely share those scenarios with other end-users - I guess, everything's fine... or it isn't?

(Of course there's a never-ending-until-the-singularity arms race between ever-complicating advertisement delivery code vs ever-improving advertisement blocking rules... but that's just bound to happen, so personally I'm just looking forward to whatever would speed things up to their logical conclusion, whatever it will be.)