Digital Content Next has an important article by Don Marti, “Service Journalism and the Web Advertising Problem. Content originators (which would include many news and visible commentary sites) have to consider the idea that their content is “pseudo-pirated” and placed on “bottom feeders” supported by much less reputable ads. There is a general idea that some privacy tools, which reduce but don’t completely eliminate all advertiser tracking, could help content originators keep visitors coming to their own sites and to earn more legitimate advertising revenue in the long run.
Melody Kramer has a detailed article on Poynter University about how “Ad tech is broken” and how most smaller websites don’t have a very good handle on how ads are served (or they leave it up to Google).
The “Tech Fix” column in the New York Times has a useful article by Brian X. Chen and Natasha Singer, “Free tools to keep those creepy online ads from watching you”. This seems to be more about ordinary tracking for more sales than the “maldvertising” malware risk, but there is always a “marginal” risk that this problem spills into stalking or direct targeting from unusually combative enemies. The article describes some tools, like Privacy Badger from EFF , Disconnect Me, Ghostery, Adblock-plus.
And then, there is https everywhere.
I believe that the following guest link is by “BlogTyrant” (Ramsay Taplin) on how to build a custom advertising strategy if “you” are a new webmaster or blogger. I won’t say I agree wholeheartedly (just look at how I’m set up), but what I do get from Ramsay is an idea of the aggressiveness it takes to make money on the web, through self-employment, once you’ve decided to do it – and have to do it, because you’ve taken on mouths to feed (whether through procreation or not through your own choices). If you don’t need to make the site pay its own way, the game is different – but that raises other ethical “Achilles heels”. What I’m not seeing in postings from his world is how to integrate aggressiveness with very real concerns about visitor security. But if I had gown up with Ramsay's background, I might have developed the same views.