They could try not putting so many ads you can't fucking read and making sure they don't contain malware. That'd be a start.
A lot of these things are due to the greed of the website owners stuffing as many ads as they possibly can into their sites.
I feel like it's pretty obvious this was a greedy and terrible idea. The fact they proposed this at all alone is enough to never trust them again. It's not that they didn't know. They knew. No one would be okay with this cash grab and they know it. They just didn't realize HOW big the pushback was going to be but they DID know what they were doing was wrong.