I reject the notion entirely that we "have to" view ads. Advertisements are nothing less than an unwelcome intrusion into my life. Further, I'd rather know that any ads I see are the same exact ads as seen by anyone else in the same space.

Having said that, I agree that _another_ core issue is the data collection and privacy issues. Certainly, viewing advertisers as the value-subtracting rent-seekers as I do, I wish for them to know as little as possible about the world in general and about me specifically.