For a quid pro quo to function trust must exist between the two parties. Web publishers have eroded that trust via their incessant drive to track, trade and sell their readers without either their permission or any disclosure. They will need to rebuild that trust by assuring a safe non-invasive environment. Trust is what brings me to the NY Times or here, trust is what makes me feel safe and furthermore warrants my investment with both money and time. When that trust is in place, the money flows both directions. Digital advertising has eroded consumer trust practically to the point of no return for most publishers. Until they (the publishers) work to rebuild and reassure the consumer, they will circle the drain.