That many publishers don't do that already is a mystery, probably because visitors with ad-blocking are still a minority and publishers don't want to piss them off.
As a disclaimer I was in a team working on such technology. The hardest to beat is uBlock Origin, being the most capable from a technical perspective. And we left it completely alone, a good strategy for angry users having a last resort solution to migrate to instead of investigating why AdBlock Plus isn't working.
And also by not having a company behind it, a partnership with uBlock Origin for "acceptable ads" isn't possible. Which is why the whole industry, Google included, is scared of it and it's no wonder that they've taken steps to kill it in Chrome for desktop ;-)