Spitballing here, so excuse me if this is a horrendous idea:

The reason we have aggressive web advertising is because the web has no revenue model to pay website owners for their content costs. So I’ve wondered if the web would be better off with a Spotify-like model, where ISPs pay web hosts per page view (or how long time is spent on a page). If websites want to be eligible to receive these payments, they’d have to commit to having no ads, or at least very unobtrusive ads without any tracking. And line Spotify, consumers would continue to pay a flat rate, regardless of how many pages they visit (within their data cap)

I think the major web players are far too mature and entrenched to make such a major shift in the web’s revenue model. But if this had been implemented decades earlier, it might’ve had a shot at success.

Maybe nothing. If it's a valuable service, a small subscription or micro transaction. If Noone is willing to pay for it, even the site owner themselves, maybe it doesn't actually need to be around. I think alot of labor of love sites would remain.