That may be true at some point in the future, but I believe we're quite far away from it. Most users on the internet are not savvy at all, and I don't see that changing.
I had expected the younger generations to be "digital natives", but they're not. They know their apps and services, but it's not a generalized understanding to how things work or what's common. Imho the fact that adblocker-usage isn't approaching 100% is a powerful demonstration of it.
Additionally, there's the subconscious effects. Even if they consciously understand that it's based on their ad profile, brand will likely still not advertise there. There may be some exceptions (Benetton comes to mind), but I don't think Disney ever wants their ads to be displayed in an article about Auschwitz.
This is so weird to me. When I saw an ad for Toyota whilst watching Unsolved Mysteries in the nineties, I didn't think for a second that Toyota thought aliens were real or whatever. There has always been a complete disconnect between ads and content for me. In fact only recently has that shifted with e.g. podcasts and YouTube channels having sponsors that are explicitly worked into the content and are topical because that's a better way (or the only way for the case of podcasts) to do targeted advertising in these contexts.
I imagine TV before I was born was a little more like this since you could't just buy generic ad space - you needed to deal with the producers of a show specifically to get into their ad slots - but for TV when I was growing up, ads were ads. They'd target your age group (ads for kids toys during breakfast cartoons), but it just never occurred to me that anyone would think it was an endorsement of anything.
This is such a confusing concept to me. Do people really think like that? I know they do now, because it's a self-reinforcing concept. Yelling loudly that ads are an endorsement of content makes it true - since if you're an advertiser and you know that attitude is out there, and you still run an ad, that's now a conscious decision and everybody knows it. But it seems like this came about artificially, via activism, rather than people naturally making the link that ads imply endorsement.
Maybe it's that TV itself is mostly bland and ad friendly, non-controversial for that very reason. Content that is obviously for entertainment purposes is cool to put ads on. TV had few channels and programs that weren't for the general population, so you wouldn't have The KKK Weekly or Cool Communism that advertisers would have to avoid.
That's different on YouTube, where the content is much more heterogeneous, where you have super-optimized, ad-friendly influencers with millions of subs who take great care not to offend (and are therefore great to throw ads at) next to fringe political ideas and people with mental health issues presenting their world view.
I believe funding is often considered as an endorsement, and ads are the primary source of funding for most media companies. Similarly, you'll often see disclaimers on Twitter "retweet != endorsement" because people tend to understand it as such.
I believe that the bigger deal is subconscious association. I have no idea whether it's true, but putting McDonald's ads next to a documentary on factory farming seems unwise.
You can understand different things to different degrees, you can have a better or worse understanding of web-technology (and computers in general) than of consumer activism. I don't believe that the average consumer has a great understanding of either, but my experience is that they certainly don't understand the technology they use more than they need to.
I had expected the younger generations to be "digital natives", but they're not. They know their apps and services, but it's not a generalized understanding to how things work or what's common. Imho the fact that adblocker-usage isn't approaching 100% is a powerful demonstration of it.
Additionally, there's the subconscious effects. Even if they consciously understand that it's based on their ad profile, brand will likely still not advertise there. There may be some exceptions (Benetton comes to mind), but I don't think Disney ever wants their ads to be displayed in an article about Auschwitz.