1) Non-personalized (aka context sensitive) advertising. Advertising by itself is not the inherently evil part --- the collection of personalized data is. Context sensitive advertising doesn't require any personal data.
2) As an alternative for those who prefer it, allow users to pay a small annual fee for AD BLOCKING.
I'd pay for something that is truly private and blocks personalized ads and the associated data collection. Given a little reasonable incentive, I think there are others who would too.
Google's vision of the web is a choice, not a requirement. Mozilla could put forth a real alternative vision --- but they won't for obvious reasons.
