Let's face it. We're owned.
Not true. Lazy, needy, least resistance, risk adverse---pick one or all.
Had it too easy too many years as a myth of money was created, which hooked more to play, and when a critical mass of publishers were on board the money shifted to the house---and the players got played.
HOWEVER, some of us never bought into the free stuff (you get what you pay for) and built durable sites, creative content, some behind subscriptions or paywalls, developed in-house advertising with regional partners and made money hand over fist for years and years. Consistently made money. Predictable income allows for predictable expending and expansion, thus potential for more ROI at the end of the year.
Built communities, cultivated return visitors, brand name awareness, none of which are beholden to any search engine. If in budget: local radio/tv advertising, print as well before that turned to trash around 2008 (so bad general circulations dropped 80% or more).
There are GREAT alternatives to adsense. But ALL of them require HARD WORK, DEDICATION, MONEY, and sometimes a STAFF. One is never OWNED, unless they want to be.