It's a great idea so long as it doesn't also become a speculative instrument. Stability is needed before adoption can be expected. Media companies should adopt one of these strategies and then make clear that if you use them, your content will be served ad free (or at least have that as a price option). I pay for NYT and those fuckers still put animated ads into the pages. Fuck animated ads so hard (all the time, but especially when you're trying to focus your attention on a potentially complicated topic).