The AMP project (Accelerated Mobile Pages) aims to start creating a solution to this problem, by creating a framework for rendering pages that load super fast on your smartphone, and provide a better reading experience by using less resource heavy code, and ad delivery that is more streamlined.
The project is an open-source project with a prototype on GitHub, led by Google. There is concern that they will then be controlling the code of this project, but they are actively encouraging collaboration through their GitHub repository, and it seems to me that their interests are true to the eventual goal of creating a framework for a faster more usable mobile web.
The goal of the project is to improve the mobile web experience, which hopefully then results in a more sustainable ad supported content ecosystem.
There seems to be a great uptake thus far from publishers on the project with the BBC, BuzzFeed, The Economist, The Guardian, and many others currently using AMP HTML. Technology companies such as LinkedIn, Twitter, Pinterest, and WordPress.com have also started using the AMP framework.