Re: Gotta be honest here...
I don't think you should be behind a PAYWALL - as I think all National 'news' sites should be, to remove the 99% that's crap.
If you aren't one of them, or if you're a niche news outfit then yes you need ads. But ads targeted to your readership, and not intrusive. I can't see anyone minding that.
It's this whole clickbait fake news stuff, where a page exists for ads to go on, and no other reason that we all hate.
Also, on a side note; if a manufacturer wants to sell their stuff, and then a bunch of shysters do a Web campaign for them, surely the manufacturer can find if they have increased sales, and if they made a profit?