Micropayments or some other scheme amounting roughly to what sites get from adverts would be vastly preferable for a number of reasons:
- the current ad business model is a privacy disaster (for a typical user, at least)
- ads are commercial propaganda designed to manipulate and mislead; they undermine the key premise of an efficient market economy i.e. that of transactions between well-informed parties
- the Google-dominated ad market is a market failure / disaster in its in its own right: this is essentially not a market, but a set of interlocking multi-sided markets (search, Android, Google Analytics, Google Maps, ... and the ad distribution itself) where even some of the component markets are practically uncontestable monopolies due to the network effect
- a single company's de facto control of funding for news and other content is a freedom of speech disaster waiting to happen
- ad funded is not really free: the cost is added to the price of products and services; content providers could actually be paid somewhat more if the admen in the middle were cut out