Future of Ads
Wow, signs of a vision at IETF? End-to-end sessions (or at least server-to-browser) and secure+private DNS. I wonder if they have the motivation now to make HTTP2 practical by allowing opportunistic encryption (no cert) and DANE domain certs (no CA), or if they'll delay until every last CA gets pwned.
Gonna need more radical changes though. Email is utterly broken. Web is a tarpit, browsers leaking info to 3rd parties, conflicts, bloat, blocker addons, CMSs falling victim DDoS & server-side malware. Becoming impractical for most companies; even Google's struggling. Worst of all, web depends on email as an identity service!
I would say web+email should be replaced by a standard CDN protocol and new user-to-user messaging protocol suite, with the latter usurping most "web 2.0" functions including comments, contact forms, feeds, forums, social networks. Realtime/delayed, single/multiple/groups/subscriptions, multiple identities, unique anonymous identities, verifiable business/organization identities, no active/trackable content, zero information leakage. All in the routing layer, no servers necessary for routine communications.
Advertising, where does it fit into this? Discovery and Subscriptions. Currently we see ads inserted in search/feeds/sidebars, and we like/subscribe to receive spamnewsletters. Ideally we put users in control, so you still see ads, but only when you choose to see 'related' content, screened through your own filters. You can subscribe if you're interested, without fear of spam, and the advertiser can send you reminders that they exist - without knowing your identity.