There are only two ways to break the duopoly: create your own massive medium like Facebook or work with publishers. Having worked in this industry, I think working with publishers is an impossible battle. The whole publishing world is rife with fraud and desperate attempts to increase page views. Most publishers cram their websites with ads. The number of low-content, click-baity websites is just staggering. Sometime…
Native ads. Match that up with content creator networks
That's just a format, it doesn't solve anything else. It can still be poor quality, misleading scams, more numerous than the content and there are plenty of "native" networks like Teads that only do intrusive video advertising while claiming to be native.