I am wondering though how the content providers themselves will react to opera deciding ad strategy on content provided by them if this happens. Right now opera is stripping all the ads and so even now content providers are only getting traffic and are not actually making money by any ads that they may be serving or any other content monetization strategy. How much benefit the providers will get really by opera's this move if any? Will the providers be then asked to pay to be in control of ads served on their content? Will they will need adapt to different ads system if the user is using opera as compared to some other browser?