Ask HN: What's the end-game for online ads?

Online advertising has always moved quickly, but what are we moving towards?

Brave (https://brave.com) limits ads in favor of a direct payments to publishers, and Safari now blocks trackers (which ultimately are used to make ads more relevant to users).

Is the future one of consumers supporting content directly? Or is there a place for ads, and if so, don't we, as consumers, want those ads to be as relevant as possible?