"Some ideas include new approaches to ensure that ads continue to be relevant for users,
I'd say old approaches are needed for relevant ads like in the print-media days, like:
If I am on a car site, show me adds about cars and/or car-related accessories.
While reading an article about an F150 pickup, show me ads relevant to pickup trucks such as other manufacturers equivalent models, accessories for F150s, e.g. decorative antlers so I can look like I've gone hunting.
If I read an article about Tesla's, show me ads for other EVs.
If I visit a shopping website and am browsing the kitchen appliance section, how about, i don't know, showing me ads about kitchen appliances or other kitchen/cooking related subjects?
I don't want to see ads for TV's when I've just bought one and I'm reading about motorbikes. Or ads for dildo's when on a political news site (well, OK, I can see the relationship there). Or ads for cars on newegg, or on ebay if I'm browsing the knitting wool section.
It's not that fucking hard.