Lots of people will put up with ads to get content for free. But it’s not free, because:
1. Your life is worse for having to watch the ads.
2. You are paying for the ads, and thus the content, by buying more. If you weren’t, advertising wouldn’t exist.
3. The time you spend watching ads is worth something.
This is becoming more important than ever because of the amount of time our lives are spent online and in front of screens, and thus potentially in front of ads. There are two directions I see advertising going in the future: