What would everyone think about trying to increase ad payouts? My feeling is that Google took 50% of the ad revenue 20 years ago and Facebook took perhaps 40%

What would everyone think about trying to increase ad payouts? My feeling is that Google took 50% of the ad revenue 20 years ago and Facebook took perhaps 40% after that, so the remaining ad networks are trying to operate on 1/10 the revenue they enjoyed in the 1990s and that's why ad income is no longer viable for most of us. My numbers are probably way off but my sentiment isn't. It seems like we could fix that through various privacy/legal channels (breaking up big ad agencies?) and organizing against monopolies and duopolies. I don't expect that to be successful, but it could open a broader conversation about where the web went wrong doubling down on in its ever-escalating wealth inequality instead of engineering stuff like UBI that would have brought shared prosperity for everyone.