AdSense team announced the introduction of new features - the possibility for the user to disable ads by clicking on the [x]. With the new functional system users will be able to control the display of ads and report on what ads they are not interested.
Advertisers no longer have to pay for the ads to those they do not attract. Finally, the site owners will be able to show on their sites more effective advertising. Certainly an interesting approach. Google understands that webmasters now is not profitable display ads from AdSense. And so may increase profits for webmasters.