AdSense gave the opportunity to many small-to-medium sites to earn a decent living. If you take that away you could break the very fabric of the web, which in my opinion is content generated by hobbyists and dedicated communities. Bigger corporations won’t have a problem because eventually they all run their own advertising platforms.<p>In the same context, I don’t see how advertisers could trust any web site to run their ads. Who’s to check if the content is consumed by real humans or a botnet some small publisher has set-up as a side project? Even today with all the technology available at least a quarter of ad traffic is fraudulent. Imagine what would happen if there were no third party agencies to validate traffic.