Most advertising is just general brand awareness. They don&#x27;t need you to click or to consciously decide &quot;hey that looks cool.&quot;<p>They want you to be standing in the soda isle of the grocery store when you are going to a party and someone asked you to pick up a drink. You don&#x27;t have a strong preference. But you buy Coke because you know it. Just knowing about it is a huge advantage.<p>That&#x27;s why a lot of advertising is priced in &quot;per impression.&quot;<p>A lot of people will claim advertising has no effect on them, but that&#x27;s BS. It does.<p>So using adblockers costs the website roughly .2 cents per ad impression.<p>I don&#x27;t think you have some moral duty to view the ads, but they don&#x27;t have some duty to give you a free website either.