Kevin Kelly, prescient as always: https://www.theguardian.com/books/2016/jun/12/kevin-kelly-interview-the-inevitable-book-song-ai-future

"The disruption is going to come when we start to charge for our attention. Someone will have to pay me to watch their ad, to read their email. People will be paid different amounts, depending on their influence, their connections, their spending. That is where it is going and that takes out the advertising industry as it exists today. There will still be ads; in fact, I think most of those ads are going to be generated by consumers themselves, by the customers."