Not really, this could be build into Hive as well.
Ads should/could be part of the core protocol. On multiple levels.
First, the chain returns the feeds. Ads in the feed, as a sort of native ads, would then run on every frontend which doesn't run its feed through its own db (think for example for tags, if you want to show more than 7 days to make tags actually useful as meta data — but that could be enforced on license level: as long as the governance supports ads (the decentralized code) ads in feeds can not be removed unless there where the chain delivered feed doesn’t deliver the required feeds in said implementation).
Better even, the cost of ads is rather known. Most niches have a rather stable eCPM. Ads should be charged against HIVE (HBD), of course. Which ads valuable token utility. Albeit not volatility, which is what most drool over, but it is then an actual use case of our token.
The ultimate goal would be to have a decentralize ads system that takes payments from ad makers and sends the funds to users who display those ads in their posts.
Rev sharing would be the nec plus ultra, especially if combined with also a share going to both the DAO and the witnesses. But this would ad complexity and also load. Plus it would require heavy tracking, read: heavily cleansed view and click tracking. This obviously shouts abuse and would need the cleansing before rev sharing could be rolled out.