I've installed new OEM Toyota pads on my 3rd gen, was nothing to write home about.
Apparently the stock pads for the 4th gen are Akebono, the ACT series... supposedly.
I've had OEM, Advics, and now the Akebono ASP (Performance Ultra Premium Ceramic Pad) and man... the ASP series is quite substantially better than any other pad I've used yet. The cold bite is reliable and firm, force applied is linear, and the thing can STOP NOW.
There may be better pads out there that gets the ol' girl to a halt faster, but I do like the whisper quiet stopping, lack of rotor eating, and most of all, clean wheels.
The shop that does all the work on my rig warned me away from HAWK because they squeal like heck (alot of reviews also said this) and EBC because they've had EBC pad material separate from the backing plates... on various cars over the years.
the HAWK pads stop real good though, I just didn't want to add brake squeal to my list of annoying sounds to fix. Whether they do or do not squeal though is not clear, as that all reviews on all their pads are mixed. I just didn't want to chance it with so much money getting dumped into the project.
I had Axxis Ultimate Ceramic pads on my Supra, but they don't appear to make a 4Runner pad. Or seemingly any pad at all anymore. I really like coated rotors to keep the brake system looking sharp.