1. Reserve pricing - if no ad is 'good enough', e.g. no advertiser is willing to bid above a certain threshold for you, then no ad is shown
2. ePCM pricing - Adsense predicts what the likelihood of clickthrough/conversion is for a given ad and user, and includes that in its auction algorithm. Roughly, eCPM bid = cost per click / probability of click. This addresses the typical problem of high CPC/CPA bid but low engagement probability ads crowding out otherwise good CPM-based ads.
In general responsible advertisers have aligned incentives with viewers. Intrusive or obnoxious (or malicious) advertisements hurt viewers, who are less likely to return.
I wonder if part of the reason that never happened is simply that ads are in a sense "reserved" layout space that need to be filled consistently and cannot be filled later on (due to layout jumpiness).
They could fix this by:
1. Just showing blanks if they can't get something targeted to my preferences
2. Not allowing advertisers to be too general in their targeting if they are doing performance campaigns(CPC and CPA). Only allow CPM advertisers to target broad categories.