I look at a site like Reddit: no tracking, no flashy ads, no sound, significant investment in their own custom ad serving software to try and make things more targeted and relevant, clearly marked ads, etc.
They are doing _everything_ that our community continually says that we would like more publishers to do and they are severely struggling despite being one of the most popular sites on the entire Internet.
If you have even a semi technical audience for your site, you're today looking at a rapidly growing 30% of your audience using an ad-blocker.
Except in very few cases, most people aren't willing to pay for content and more paywalls (the non-advertising business model) further fracture the open web.
I feel kind of scared for where we're going.