Adtech ought to die. Ideally, I would want to pay for Google and Facebook the same way I pay for Netflix and Spotify. In exchange, I would want them to treat the data about what I do online with the same respect with which my doctor treats my medical history.
The model where Google provides a service and users pay for it is more efficient and more societally healthy than the model where Google provides a free service, a million companies pay to place ads on it, and pass the cost of their AdWords budget onto users who get a 'free' service.
It is a model where consumers get better products, and where millions of creative minds aren't wasted making web pages uglier (or ruining cities with billboards, for that matter). It is a model where competition is also a little easier, because an alternative search engine can undercut Google's prices and carve itself a starting market niche, even if their service is not quite as good as the established competitor; instead of the current model where first you need to be better than Google in every way, and then you have to fight the network effect.
I have no clue how to get to world to switch to this model. It will require that elusive white whale, an online payment mechanic that is truly as frictionless as cash. And it will almost certainly require legislation rather than mere market pressure, because people can see their monthly Google bill but cannot see the vast costs of the marketing industry which they pay for every day.