It seems remarkably optimistic to think that this stuff will shift the supply supply curve of advertising to the right, lower barriers to entry for spammers, and crowd out quality content.
This would require increasing the number of people willing to accept that their web browsers are made by an ad company, that they'll be subjected to all the ads, and that the software they use is designed in part to measure and analyze the audience of which they're a part so that data can be sold to advertisers. I don't think there's room for that number to increase much further.
More likely, the only substantial result will be Firefox losing ground even more quickly in the battle against a Google monopoly on web browsers and either someone else comes along to take up the fight or we'll have to give up this "world wide web" thing and go back to writing our comments on bathroom walls, if there are some left that aren't covered in ads.