I suppose they can already sneak it into the SSL handshake packets, right? Put something in extended client hello[0] that whoever is interested can look at, and other TLS implementations should be ignoring for compatibility. It's maybe not as easy for ad networks to consume, but where there's money to be made, there's a way.
I think this would work. Am I missing something? Has anyone checked if it's already being done?
[0] https://tools.ietf.org/html/rfc4366#section-2.1