Exactly. During the early days most of us had NO problem with ads because they weren't being assholes. They had simple .txt, maybe a .jpg or if they wanted to be fancy a .gif, and since it was first party it was actually relevant to the site and usually the site host had good experiences shopping there.....then came the MBAs, Masters of Being Assholes.
First came the pop ups, then came the ads blocking content, then came loud as hell sound blaring, then Java (in fact the reason I originally started advising customers to remove Java was early Java ads) and then came Flash, now look at what we have...want to make a PC so safe you can remove the AV and be just fine? Block ALL ads and watch infections disappear. Last figures I saw had malware ads causing something like 96 out of every 100 infections, nothing else came close.
And to all those that say "we need ads to have the web, boo hoo" I'll say the exact same thing I said to Jim Sterling that got me banned from The Escapist when he was being their apologist, I produced links showing how many times The Escapist had shown malware ads and said..."are you gonna be responsible for the damage you cause? Are you gonna pay to clean their PCs, have a watch put on their CC numbers? Gonna pay them for the lost hours dealing with resetting passwords and cleaning up the messes YOU CAUSED with your ads?" You want to be treated like REAL journalists and stores? Fine and dandy because they pay when they are hacked sometimes to the tune of hundreds of millions of dollars like TJ Maxx when their system got hacked.
You cannot have your cake and eat it too ad pushers, either you step up to the plate and claim responsibility and pay for the damages when YOUR ADS cause damage or you have a heaping cup of STFU when users do the only smart and sensible thing and block the largest source of malware their PCs can possibly see.