There has been a lot of discussion how voluntary donations over LN (zaps, tips) are the new economic model for monetizing content vs the old, paywall model.

But most internet content is still monetized through ad programs showing ads on web pages, like e.g. Google AdSense. Also, people may not be willing to part with their sats to tip the author just like they're not keen on buying a subscription with a credit card; the reduced friction at the payment level helps, but may not be enough.

Perhaps an ad program, where both the advertisers and the publishers pay with sats could fill that gap and complement the tipping model. And it would be relatively frictionless, as the consumer of the content wouldn't have to pay anything or set up a wallet, they'd just see ads like they currently do and wouldn't even know it's running on Bitcoin. A potential great boost to adoption.

Another benefit is the censorship resistance (against censorship at both state and platform level) and the circumvention of all the legal BS, as there is no need for a bank account and therefore no need for a registered entity, compliance, KYC etc. Especially if it's fully decentralized. Ad marketplaces could even run on Nostr.

And no intermediary to pay a cut to. With the fine granularity that sats afford, the barrier to entry would also go down.