Advertisers are in an 'arms race' with users. Users become less likely to click on ads over time. Website owners have to increase the percentage of the first visible page over time to maintain the same income from ads. Adverts also become more visually distracting over time for the same reasons.

Witness Adsense, which started off with text only, but now has full flash capabilities.

What is the solution to the problem? I don't think there is one.

Perhaps the rise of the paid app will provide a way to reduce ads, just like cable tv has done, but this will only be a niche. (I'm speculating there.)