1. Are from their own domain 2. Are not flash/autoplaying video 3. Don't track me/aren't ad tech 4. Actually have something to do with the content
Run a homebrewing site? Great, run ads for stuff to do with that. I'll probably click on them, I am looking up homebrewing info! Run a homebrewing site that serves me ads for refrigerators, because I looked at one on Amazon three weeks ago? That's creepy, and that's getting blocked. Same with pop ups pop unders etc.
Advertisers seem to be moving in the same direction - Viacom has reported a lot of wins over the ad-tech insanity.
* The ad prevented me from getting to the content (popup modals, youtube preroll ads)
* The ad made noise (I've recently started using an autoplay-blocker which is on by default and helps with this, as well as annoying autoplay videos that aren't ads)
* The ad massively slowed down or crashed the page (for some reason, wikia seems to be particularly bad for this). This is much less common now that I have flash disabled by default.
you could also use random agent spoofer and better privacy or privacy settings.
And the HN crowd is the sharp end of the web. A lot of us ARE likely to support the web in another way. The blunt end not so much. They're also the ones more likely to click on ads.