I think there is great opportunity in crafting personalized ads, one of the jobs of tomorrow.
If a company shows to understand, appreciate and care for their customers, with a trustful corporate policy then I think ads are appropriate when well designed. Of course this is all unavoidable and we need options to control the ads we are exposed to to a large extent. The old HCI paradigm methods will also apply to ad design and that is the problem with it today - the ads are only marginally targeted, useful and satisfactory, but some ads are well-targeted and/or can trigger good conversations.