What is special at this LA Times screen? See the banner ads? The original ads are replaced by the DoGooder browser plugin. The plug-in that allows you to support green initiatives, charities and non-profits by simply surfing the web. 50% of the profits go back to several charitable foundations.
How would commercial advertisers think about this ad replacer? According to the DoGooder website the plugin does not block ads. Any CPM revenue agreements remains unaffected.
This is how the New Yorker website could look like: