If we enter into a business relationship, I will pay you for a good or service that you want. I will be obligated to do so because we came to an agreement in which you provide me the good or service and I give you money. But I'm not obligated to pay you money if I don't want to, and in turn, you wouldn't be obligated to provide me with your good or service. If not enough people give you money, you will go out of business. That's the risk you take with running a business.
If you enter into a business relationship with an advertiser, good luck. That has nothing to do with me. I get that you came to an agreement with the advertiser in which you provide them with ad viewers and they give you money, but it's not my responsibility to help you hold up your end of the bargain by viewing ads. At best advertisers are wasting my attention to try to sell me something I don't want or need. At worst, they're lying to me, collecting my private data, installing malware on my devices. Advertising is almost universally reprehensible. I want nothing to do with them. If advertisers don't pay you enough money, you will go out of business. That's the risk you take with running a business.
Of course, if I don't view your ads, you aren't obligated to provide me with your good or service. I fully support sites that use anti-adblocking banners. I mean I support them morally, not financially; if I come across such a banner I'll leave.
There are arguments about whose responsibility it is when ads do reprehensible things: is it the ad network or the publisher? This strikes me as similar to arguing whether the hit man or the person who hired him is responsible. Don't take money to do reprehensible things and you won't have this problem.
There's also an argument floating around that ads are the only things that makes quality content possible. This is obviously false: I remember the 90s and content was better pre-advertising. Sheldon Brown's website[1] is still the best website if you want to choose a bike that fits your needs. Erowid[2] is still the best resource for information on drug harm reduction. And decades of development have only made things better for non-ad models: even without a packaged solution like Patreon it's not hard to include donations or paid subscriptions on your website.
Yes, some businesses will not survive the transition to non-ad models, but we have good reason to believe that the BuzzFeeds and Gawkers of the world will be disproportionately represented in that number. I'm looking forward to it.