An ad-free web is definitely a pipe dream. But a targeted ad-free web should be a simple option available to users. I’d guess that the majority of the public doesn’t care too much about being tracked, and may even appreciate having their relevant interests targeted so that they see an ad that is more interesting to them. The problem is that, for those of us who don’t want to be targeted, there is no simple way to disable that. Companies have baked their ad targeting directly into the functionality of their platforms so it’s incredibly difficult to avoid targeted ads if you still want to use the most popular sites. I think this is the reality that is unacceptable.

Every browser should have a simple toggle to enable targeted ads and it should be every site should respect this. I’m not super educated on Google’s Topics solution, but maybe the step away from cookies could theoretically support that kind of reality. I don’t think Google is going to lead the charge on that kind of change, but we certainly need to get away from cookies somehow.