Advertising is a doomed business model. It's not something the end-user wants, yet the model relies on the end-user consuming it. Obviously countermeasures will

Advertising is a doomed business model. It's not something the end-user wants, yet the model relies on the end-user consuming it. Obviously countermeasures will emerge, such as ad-blockers or running the content through something like GPT-3 to strip out the spam and only leave the actual content the user wants. The only way out (especially if advertising is no longer paying the bills) is to align the incentives and get end-users to pay for the content directly. If ads no longer pay the bills, there will be an incentive for all publishers to work together on a frictionless, interoperable micropayments service so end-customers can pay to replace the lost ad revenue. Paywalls will be erected to prevent search engines from accessing (and then republishing summarised versions) of the content for free. Some parasitic trash will definitely go out of business but that's for the better. There's currently a lot of content and companies out there who only survive because people can't ask for a refund on an ad view - by the time the user realises they've been tricked into clicking on trash, the creator already got paid. This model wouldn't work in a micropayments-based world.