This is a natural development in the evolution of advertising. The moment a company picks ads as a revenue model is the moment it pivots to become Media. I am building a company that aims to eliminate the need for advertising, and actually save time for its users, instead of making users pay with their time. I lived in an ads-free country for 10 years and saw the tremendous impact advertising had on society when it was finally allowed. I interned at the top Ad firm in the country and had management offers right after college to work in ad agencies, but decided to build things worth advertising instead. Proceeded to work in a top Media firm where advertisers wanted to buy space that was disruptive to users. The system is flawed, but it pays well, because instead of a cut of sales that quantify your performance as a seller, you are making a cut of every seller’s budget competing against other sellers - a reflection of their margin for selling a product. To top it off, you are greatly aided by your inability to sell your customers product to your users - it’s the advertisers fault for not knowing how to target properly, right?
That feels like a great gig until you realize that it is corrosive to you as well. Every site that has advertising as a business model, eventually has to de-prioritize user’s needs in favor of those of advertisers to grow bigger. Yahoo became useless; Google results are getting worse, because high placement requires lots of keywords padded with more words, instead of a succinct thorough answer; Facebook is losing the trust of its users who are clicking, not typing to communicate with friends anymore (anecdotal, not empirical);
The human brain needs dopamine from progress when it can be productive. Eventually when its productivity is drained it needs to escape with distraction and stories. In between is the need for empathy from other intelligent beings. Faking either of these leads to unhappiness. That is why there is always a solution better than advertising-funded companies of today and that will be the next wave. We are on it.