My Take: Redefine what ad means for web browsing, e.g. any information coming from a third party like iframes. All other types of information, paid or not paid, is part of the web page and not worth blocking.
It's not an easy problem, as the war being waged for many years now I think demonstrates. A too simple definition will have too many exceptions: a newspaper that includes an article from another reputable news site, ad? A paid piece extolling the virtues of product X, posing as a fake article, not an ad?
My Take: Redefine what ad means for web browsing, e.g. any information coming from a third party like iframes. All other types of information, paid or not paid, is part of the web page and not worth blocking.