I don’t know if ‘Brave’ is the future but their idea on ads IS the future.
https://www.quora.com/Is-Brave-truly-the-most-secure-web-browser-available
...instead of blocking all ads, Brave seeks out the really intrusive ones–those ones known as “Malvertising” that can install malware on your computer without your knowledge–and replaces them with Brave’s own advertising that is less intrusive on your privacy.
The company will then keep 15% of the ad revenue for itself, pay 55% of the revenue to the content publisher whose site the ad appears on, give 15% to ad partners, and finally, give 15% of ad revenue to Brave users, who can then donate that money to bloggers and other content providers via micropayments–meaning that you decide which sites of those you love gets the cash for the ads.
“that can install malware on your computer without your knowledge”
If Windows is set to ask you before installing software, and you don’t click on attachments, can software from afar be put into your computer and executed? If so, how?