There are several ad models that have varying ethical and moral questions associated with them.
Like it has been known forever (foundational late-90s-to-early-00s CRM-style) that if you advertise exclusively to people who opt into your advertising and you target them with what they have asked you to target them with you get excellent results.
I won't say any of them are necessarily good, but they do fit with the statements that have been made so far