The only thing that will do that is a legal framework that forbids tracking so untracked ads are worth more because they no longer have to compete with the tracked ones. After all there will be no retargeting etc. It will have to be purely contextual.

The EU unfortunately stopped short of doing that and created the cookiewall plague in the process. For which they are rightfully blamed.

Ps I don't really hate paying for content but the "sign up for a recurring $20 monthly subscription just to read this one article" like most sites are doing now is complete BS too of course. Of course nobody wants that unless they are already a regular reader.