Those who win are going to have to put user experience front and center, but it's not the same as waving a magic wand to make the ad-blocking problem disappear. The lucky ones have content so valuable and unique that consumers will be willing to pay for it, and I think we're going to start seeing an increasing number of them put up paywalls.
However, the less fortunate survivors may experience a difficult transition. They might have to start leaving revenue on the table, at least in the short to middle term, in the interest of a better user experience. Supply and demand curves can make up for some of the shortfall, since less inventory in service of a cleaner, more user-friendly experience may boost ad prices, but many will still feel pain as they move toward a more sustainable business model.
Ultimately, ad formats are going to have to be less interruptive, and I think we're going to see more and more publishers adopt native. However, it's imperative that this is done in a contextually relevant way. A piece of content about cars, sponsored by an automotive brand and served programmatically, is unlikely to resonate with an audience that came to a particular site to read about gardening, for example. The web currently abounds with too many examples like this.
There's precedent of a company taking a counter-intuitive approach and inventing a wildly successful format in the process. Look at what Google did with AdWords at a time when all the money was in display. Many people dismissed AdWords for being too much like the phone book, and agencies were reluctant to work with Google. But, as history shows us, they came around.