RE: Adaptation vs Original

For example ad revenue is inherently centralized

I'm not sure about that. I can imagine a code for ad auction in a library such as wax (so people don't need to reinvent it). First, post author needs to embed it in their post, which expresses their desire to have ads when their post is viewed. Parameters of the script link to the author as well as their preference for type of ads and possible blacklist. Then there is front-end - it decides whether to process the script and display ad, or just cut it out. There are users - on top of being able to simply block the script, they can also become script parameters (when authorized on the front-end) with type of ads they tolerate and blacklists. Finally there are ad providers that can also have preference for type of posts they are interested in showing their ads and also blacklists. In principle ad should only be shown when all four participating sides agree and ad revenue can be distributed directly, to authors, front-ends and/or even users. No side has complete control over the process, each side can also cheat, but then other sides can detect it and retaliate.