I don’t think it’ll replace ads, but I do think there will be a mix of ads and V4V.

I’m currently building a product where users can trade an pseudonymous ID that replaces cookies in exchange for a share of ad spend used to show them ads. My hope is, the ID will incentivize large ad buyers to actually pay consumers for access to it. As users earn money, they will then be able to seamlessly spend it with publishers who create quality content.