Apple blogger John Gruber started off a new debate about these issues recently, when he noted that a 537-word text post on the website iMore.com weighed in at 14 megabytes. (Fourteen megabytes of text should correspond to about 7m words, or about 10 times the combined length of the Old and New Testaments.)
Gruber blamed iMore.com, but really it’s not the website’s fault, since to a very large degree the owner of the website you’re visiting doesn’t actually control what you see, when you see it, how you see it, or even whether you see it. Instead, there are dozens of links in the advertising-technology chain, and every single one of them is optimising for financial value, rather than low-bandwidth user experience. Many pages, if you’re on a slow connection, simply time out; they never load at all.
When you are a website owner, you are responsible for all the content on your site. If you don't have any control over the ads, then that's a process issue that should be addressed.
Why not band together with a few large sites and create a standardised ad submission and review system that advertisers can integrate into their content tools and websites can set criteria about ads on their sites.
Maybe the bigger problem is that those websites cannot afford to reject ads.