Love this, from a recent paper out of Google: "Ads blindness and sightedness are driven by the quality of previously viewed or clicked ads. ..  Focusing on user satisfaction both ensures happier users but also makes business sense ... A focus on user satisfaction could help to reduce the ad load on the internet at large with long-term neutral, or even positive, business impact."

Related, a 2009 paper I did collaborating with Microsoft Research: "The Pollution Effect: Optimizing Keyword Auctions by Favoring Relevant Advertising"
http://arxiv.org/abs/1109.6263
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