I find most of the advertising on news sites to be obnoxious, take CNNs sponsored content by OutBrain
As soon as I see content like this on a new site it drags the experience of the site down.
Display ads also break the layout of sites.
Example look at the number of JS calls being made while loading, CNN, many are to ad networks
My idea is to create an ad network that would allow anyone to create content which could then be surfaced on publishers sites. The ads would not be distributed as JS snippets but would rather be provider as a server side API to seamlessly integrate the content into publishing platforms. Due to the server side nature, this content would not be blocked by ad blockers.
This would help publishers sites load quicker and have a better UX overall.