TLDR: Redefine ads and make them something users want.
Microsoft Advertising on viability of ad-supported internet:
I’m not saying that we should do away with the model of an ad-supported internet. Far from it. What I am saying is that we should rethink what an ad is and does, and start to really address what consumers want – then we can work backwards.
If you ask a consumer, “Do you want an ad with that content?” most will say no. And why should they say anything else? The digital ad industry today still spends billions of dollars pushing ads at people that have very little relevance and do little more than clutter up a person’s online experience.