Once again, copyright maximalists fail to understand the medium they profit from, and propose to destroy it.
The display of hypertext always involves the active participation of both clients and servers. It has never been dictated solely by document authors. A given hypertext document (e.g. a web page) may involve resources drawn from many servers, including ones not under the control of the document's author. In addition, client behavior may vary from that expected by the document's author; in matters as minor as the selection of font size, or as major as whether to display images or execute script code. This separation of control is a fundamental feature of the medium, and gives rise to many of the medium's strengths: for instance, the development of servers, clients, and documents may advance semi-independently, serving different interests.
Users may choose clients that they believe will better serve their needs. In many cases, users have chosen clients that take steps to mitigate the power of advertisers to control the medium: see e.g. the adoption of pop-up blocking (pioneered in Netscape plug-ins and minority browsers like iCab and Opera) and the later adoption of anti-malware technology such as Google Safe Browsing by Firefox and Opera as well as Google's own Chrome. These choices have strengthened the medium, making it more usable and thus more popular: imagine how unpleasant the web would be today without the pop-up blocking developed 20+ years ago.