I agree with you on your concerns. I don't think we should let people keep ANY ad revenue. Instead, I would like to see all advertising money go towards boosting Steem, and increasing the rewards pool. Lets let the community decide who they want to support with their increased upvote power. This should be the only compensation.
Let the advertisers to pay directly into the rewards pool, so we can all have more powerful upvotes.
This way will get better content, because there will be more money coming into the system, but the only compensation writers should get, is from the increased upvote value. What do you think of my proposal?
Could you imagine a threefold increase in Steem, and a tenfold increase in upvote value? If first time users were getting a dollar per post, instead of 10 cents, it would make a huge difference. It would create a self-feedback loop, because many new users would want to join Steem.
We can also create some filters to turn ads off. Maybe by default, people get a flat rate of compensation, if they choose to view ads.
The main purpose of advertising, would be to get money into the system, without having to rely on exchange speculation. All ad revenue should go towards boosting Steem, increasing the rewards pool, and minnow support, so we can reduce the income inequality, and attract new users and investors.
Just don't make one mistake. Don't divert money from the rewards pool, but allowing elite users to keep ad revenue. That will do less to boost the price of Steem.