Brave tried to fix this but the jury is still out if it has any chance of succeeding.
The lack of diverse monetization models is forcing web sites to maximize for annoying-but-not-too-annoying.
I'm waiting for a browser where I can collect gummy points by going to web sites with ads that I can then exchange for my chosen ad-free web content.
Just one example of how we can regain control over content with content-creators and infra operators getting their fair share.