Everyone will win when producers find a better monetization strategy and we get rid of ads entirely. Consumers will pay for things of value. Just look at Netflix for but one example.
But I suppose there is hope. If systems like Amazon's recommendation system got good enough, and if perhaps AI buddies began watching you and giving you product advice at just the right time, advertisements could be a thing of the past. The key is getting the right product options to the right consumers at the right time.
That just sounds like targeted advertisements?
Or do you mean, specifically only when you are looking for the thing in question, finding the thing which is most likely to be what you want?
Two of the most important factors are thus: consent and being driven by consumers rather than producers. In the case of Amazon, to my understanding the product recommendations ("Customers who bought this ...") are based on purchase trends rather than on which producer paid the most to be listed first. Hence, these recommendations should be based on consumer preferences and product fit, rather than on bids by advertisers.