That's a smart idea and ads are already changing with solutions rewarding users even with crypto. Now to take one step further and find a way to have pools per ads and push them to the end-users accessing them will surely reshape the space. Blockchain technologies offered so much so far and the ads space is yet to see truly decentralized solutions.
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Allow advertisers to bid over the exposure, and make ads a bit more fun and less intrusive, all by making the game fun to play. There could be a lottery system, weekly or monthly reward distribution and all gamified.