Ben Thompson's latest article deals with a possible solution to this issue: https://stratechery.com/2025/the-agentic-web-and-original-si...

Tl;dr* He claims ads were the original sin of the web, built for a human internet. For the coming agentic web where most browsing would be done by agents, he proposes a new protocol that has payments integrated into it. Specifically agents paying for accessing content using micropayments with stablecoins.

Also interesting to note that this is one of the most submitted articles of Stratechery to HN but gained no traction. Latest submission: https://news.ycombinator.com/item?id=44073241

* A summary can also be found here: https://stratechery.com/2025/the-upheaval-coming-for-the-int...