I don't know if you're familiar with the company AllAdvantage but in 1999 they tried to pay people by the hour to have a banner ad displayed on their computer, up to some number of hours per week.

One of their problems was that paying ad viewers directly incentivizes fraud. There were many apps to make it 'look' like you were engaged, while you actually weren't.

Similarly, in Bill Gates' book "The Road Ahead", he proposed the idea of emails that come with money attached to them. (i.e. You are paid to open and read advertisement e-mails.) I don't know if this was realistically tried anywhere.

Fraud aside, I think it's hard to avoid falling into one of two boxes in paying people to watch ads:

1. They pay so little that it's not really worth anyone's time. 2. They pay enough to be interesting, but it means people will view ads for products just for the money and the effectiveness of the ads will be very low.

I think the industry has found that the ad "tax" (i.e. ads in the middle of content) is the model that actually works. And in this model the bulk of the ads' cost is paid to the content creator who is in theory providing a good enough audience for that particular advertiser, which is the actual value to the advertiser.

This is almost exactly how free mobile games function these days. The business model works because it's printing its own currency, which is worth maybe 3 min of grind, instead of the real thing where it might be closer to $0.04.

That's technically how ads work in most places. You view ads instead of paying a fee. You see this in the context of free apps, free news articles, etc.

Users get services for free. If users didn’t value the ad Tech companies offerings, they wouldn’t use the service.

I’m not saying I like ad-tech. I use ad blockers, refuse to use any ad supported app that doesn’t have a method I can pay to remove ads, and I pay for ad free experiences for all of my streaming services and I pay to receive a number of ad free podcasts.

But let’s not pretend that users get nothing of value from Google or even Facebook.

On the other hand, I don’t hate myself enough to work for any ad tech company.