The web is an attention economy. There's nothing stopping your potential audience from ignoring ads (or blocking them), or leaving a web page at any time (via the back button, URL bar to go straight to facebook or reddit..)
Ads are attempts to hijack attention from content (which we've all gotten used to, but, honestly, do you like seeing so many billboards, display ads, and commercials? Thought not.)
Rather than compete with actual content for attention (which is a losing battle),create or curate actual content and gain the lion's share of intentional attention.(This is content marketing.)
Promote your content effectively, and ensure it's totally accessible to people and robots (search engine robots ;). (This is SEO.)
An effective alternative to content marketing is to develop useful, valuable, exceptional web-based tools.
Either way, give people what they want and need; don't try to just get people to give you what you want. (This is the route to successful Internet marketing)