Interesting ideas. I like the foundation and intent of the effort, but I still think it is backwards.

I want an opt-in advertising model. Users choose which types of products or companies they are interested in, and can set timeframes for that interest.

"Show me bathing suits in March/April."

"I am shopping for a new mattress."

"Always show ads from Lego."

"Shopping for a new Ford/SUV/motorcycle this year."

"Interested in discounted kitchenware."

"I'm moving out of my parents' house this year."

Advertisers would pay MASSIVE amounts to be able to have that information from their potential customers.

Niche products - D&D dice sets - could be a NEW advertising demographic that nobody has yet effectively found a way to market to, because everything is so broadly/generically targeted.

And, for the user, they would no longer be inundated with irrelevant ads for products/services they have no interest in, thereby elevating the "valuable" screen real estate on any web site very close to 100%... up from the 20-30% of any web site today, that is dedicated to content.

As long as marketers are embarrassed by their advertising, and feel like it is rude and interruptive and useless for 90% of the viewers, they will continue to find ways - like this Google effort - to make token gestures towards increasing privacy... rather than focusing on the real problem, which is increasing relevancy.