I wonder if new generations will just get better and better at visually blocking off ads when they read. So many layouts are so common that I read a lot of sites and have absolutely no idea what ads they're running because 30-odd years of browsing rendered HTML pages has trained my brain to block off and not process certain areas of the page.

I'm not an advertising apologist, just pointing out that I can remember what ads were on a freemium TV station I watched two nights ago and what ads were on a radio station I listened to this afternoon but I can't remember a single web ad since...I don't know when. This might be because the TV ads have audio and visual, and with radio my alternative at the moment was looking out the window of my car, but web ads just seem very easy to mentally filter.