Many users seem to be fed up with the large amount of ads they get on many online publication sites (news, blogs, etc.)
A new way is needed that is better for everybody, the publisher, the advertiser, and the reader.
Do not display any ads on the page anywhere. Only show one ad at a certain point, based on time, intent, behavior, etc. This will get rid of the clutter of ads, will be much more targeted (behavior, etc.) and will be more effective because to continue the reader has to interact with the ad (if only to dismiss it.) This can be repeated based again on behavior with a new ad and so on.
Fewer ads, higher price per ad impression, higher conversions (because of the precise targeting and required interaction.)