Google may penalize those sites from search engine results where users face trouble to find the actual text among ads and text.
Re: Ads and Text Separation
I think this could go one of two ways - it's good that Google are cracking down on sites that have no other use apart from just spewing out words and links within them. They skew search results badly. On the other had, some sites are popular and do provide worthy content and make money on that fact, legitimately. I'm not 100% on how Google creates is huge index of web pages but maybe a human element should be introduced into indexing sites. I realise there are millions of web pages out there but spot checks on sites could possibly deter spammers. DMOZ has done this for years.