I offer a refinement on the 'targeted ads' aspect.
No USER targeted ads. Ads based on page content should be allowed. I say this as someone fully against ads as a concept entirely. They are not helpful nor a benefit for consumers. Consumer awareness and product fit for purpose tests should be funded and expressed in other ways. Maybe a competition (think 'buy ins' like poker tournaments) as an idea / one example.
Maybe page content and location, or at least location in a broad sense (down to a city or state level) to allow for small niche businesses to buy relevant advertising. I.e. The local model train shop buying ad space for users of a model train forum that are conceivably close enough for them to actually go there
Location data seems like a better fit for maps, which would tie in to searches for X, and maybe include some sort of coupon that when used also gave a small kickback to the route which the customer got it via.
No USER targeted ads. Ads based on page content should be allowed. I say this as someone fully against ads as a concept entirely. They are not helpful nor a benefit for consumers. Consumer awareness and product fit for purpose tests should be funded and expressed in other ways. Maybe a competition (think 'buy ins' like poker tournaments) as an idea / one example.