We're trying to build an ad network that stands in stark opposition to Google's tracking: https://www.ethicalads.io/advertising-vision/ -- it's still early days, but we're always look for more OSS projects and products to join.
Our javascript is super small in terms of loading the ad, and we don't allow advertisers to add their own JS. So it shouldn't effect performance at all.
2. Luckily we run our largest publisher, which is how we seeded the market. Now we are doing the classic balancing act on both sides
3. Yep -- it helps :)
4. Yea, we do keyword-targeted ads: https://ethical-ad-client.readthedocs.io/en/latest/#page-spe... -- this allows publishers to target the ads based on content of the pages.
Thanks for the feedback/questions! Maybe I should also do a Show HN: to get more ideas.