Well, it is not impossible to see platforms such as Medium gaining even more traction in the future. An even better solution is a platform that combines one of the strongest features of Medium, user claps, with tokenized incentives. In fact, such a platform already exists, and it is Steemit.
Of course, it remains to be seen how ads could be incorporated in such a model, but a platform that's been optimized for user experience and helping people find relevant content without clickbait would be a significant improvement with respect to the current status quo.
We should also mention that Google is working on its own blockchain technology and solutions, just like all the other tech giants. We are looking forward to seeing how these efforts progress and if Google will manage to maintain its web dominance in the brave new decentralized world blockchain is promising.