I work in advertising and I've played with v4v and I definitely think it has a future in the economic stack, paywalls are rubbish without micropayments, you have to sign up, you have to provide contact details, pay a subscription and you dont get the full value, you just get a bunch of things you don't value simply because you wanted to read a few articles or see some of a persons content

That's where I think v4V thrives as well as in the pay to consume, videos, podcasts and even written content can be charged on a view/listen/scroll depth which not only makes it affordable for more people to consume, but gives creators more signal on what people like and what they dont

I do think advertising will always be part of the stack, its keeps alot of the internet afloat its a multi billion dollar industry but where I see private key cryptography falling in there, is with something like LSATS and slashtags. Whats currently happening in advertising is high LSM people who keep the model worthwhile, are falling off, they're becoming numb to ads, using ad blockers, not using social media as much, and becoming harder to get.

By having a unique identifier not tied to your PII (personally indefinable information) like an LSAT or slashtag, you can create an opt in ad network and a granular bidding market, it gives advertisers the chance to pay sites and services that attract high-quality users a premium and entice high LSM users with better deals because the margins on their products would make up for it.