Add-free content is really interesting, and while children are a susceptible demographic (thus different from other ages), I think that adds are not that much of an issue when not exagerated. I mean, adds are a part of general culture, telling a lot about each different age, and are a part of modern life. Even if children nowadays have less adds when consuming TV, they have more adds online than we could ever have in “real-life”. These new adds don’t come as such, are very personalized and and nested (imprinted really) in the fabric of the internet in such a way they are almost indistinguishable from real content — even for those who graduated the “TV school of what an add is”. Therefore, I think new generations are more susceptible to adds if anything, both because of greater exposure (but less knowledge about how to deal with them), and because of the new more embedded and “camouflaged” adds that don’t present themselves as such.