Lichess goes to show how it is possible to create a completely free yet premium service without it needing ads to survive. This what the entire World Wide Web should emulate.

Lichess is safe, because it is free of ads and trackers.

But browsing the rest of the Internet exposes us to the following threats:

Advertisement sells our screen estate and influences us
Tracking sells our personal information to increase advertisement effectiveness

These don’t benefit us, the website users, in any way. In fact, they use a lot of our computing power and bandwidth against us.” —Thibault Duplessis