Absolutely, but as long as adverting is allowed to finance the whole bloody thing we're not going to improve anything. Advertising should be limited as to not influence content and that's currently not what's happing. As it stand, outside of "the small web" ads are the main attraction and any content that may be provided to us is done so to enable advertising, or at least not upset advertisers.
I want privacy pushed so far that the majority of the web is going to have to find financing outside of advertising, be it micro-payments, donation, subscriptions or benefactors. People should pay directly for software, service, like social media, news, email and possibly even search. If we as a side-effect uses these things less I see that as an absolute benefit.