There's an easy way for web sites to avoid having to have those "un-user friendly" banners
...and that is to not try to do things that require a user's explicit consent, such as spewing their adverjism* in the user's face, or tracking and profiling the user in an attempt to monetise the user's visit to their site. Note that it there's nothing to stop a site from showing adverts that don't require tracking of the user.
*You're welcome.