These days you could simply cover the right side of your monitor with a small piece of cardboard and never see ads again. OR - simply don't look. A part of me thinks non-adword based advertising is going to implode because we are creating a generation of internet users that have been trained through high-use to simply ignore ads.
A solution (e.g. used in newspapers) is to make the ads like normal content (just saying "ad" above in fine print).
(On the other hand, I have trouble reading the webpage of a big electronics store because their whole site looks like an obnoxious ad and is filtered by my brain.. )
