As far as I know they only build Steemit.com so I'm assuming he means Steemit.com.
Right? lol
I'm leaning towards the idea of an over-arching app/extention that, like MetaMask and Steem chain (not installed this so could be wrong) that knows when you are on a Steem site.
The app/extension shows you what adverts are available to you in a tab and so you can just ignore them until you see fit, if ever.
I can see individual apps not wanting to source advertisers as the management of businesses/advertisers could take up a lot of time on its own. And who wants to go first and risk becoming rapidly unpopular? :)
I'll link to a post i wrote a few days ago for the comment at the top made by grampo @waivio. Their ideas on focused ads via an non-intrusive application make sense to me.
Cheers.
Thanks for pointing out the link! Great read. Checking the white paper out today. Can't believe I missed this. Shame on me.