Maybe if IPFS (~web 3.0) succeeds in the future, you could solve the advertising problem by inventing a meta network, where all the sites involved would agree to follow certain standardized criteria of site purity. You'd tag the nodes (or sites), and then have an option to search only sites from the pure network. Just a thought.
edit: Maybe this would lead to a growing interest in the site purity, and as the network's popularity would grow, you could monetize the difference to its advance.
Well, I was thinking we could have endless number of (meta) networks / network configurations / standards. I mean each node could have as many tags as needed, e.g. #safe_for_children_v1.1 #pure_web_v2.0. Then you could configure your search engine / browser according to these tags. You could also stack tags to simplify things, e.g. pure_stack would include both #safe_for_children and #pure_web, etc. Maybe I'm missing something, but it seems doable.
