> Or invent a system by which 10% of the ad revenue gets cut out to the end user.
Brendan Eich is trying to do exactly this with the Brave browser [0]. Although it is a ways away, he wants to cut out the adware middlemen and give users a portion of the revenue for ads which they view, perhaps with some sort of opt-in "watch this video and earn $x" model in which the video content is tailored to you through (local, private) browsing history analysis.
If you are interested, Software Engineering Daily recently did an interview with him about the topic:
Brendan Eich is trying to do exactly this with the Brave browser [0]. Although it is a ways away, he wants to cut out the adware middlemen and give users a portion of the revenue for ads which they view, perhaps with some sort of opt-in "watch this video and earn $x" model in which the video content is tailored to you through (local, private) browsing history analysis.
If you are interested, Software Engineering Daily recently did an interview with him about the topic:
https://softwareengineeringdaily.com/2017/03/31/webassembly-...
[0] https://www.brave.com