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It strikes me that this is still how most sites serve up advertisements. StJohn mentioned that arbitrarily changing some punctuation in a novel should offend a good author. I can't see how publishers on the web could think that their experience is agnostic to the ads being served up. Ad quality and placement is carefully considered in magazines, why should the web be any different?Although website owners control which ad networks can put content on their pages, those networks often draw on code from third parties, which itself may pull in further code.