They get small amounts of micro transactions (I'm talking less than a cent) and I change my behavior to stop going to useless sites.
everyone wins!
personally, I believe ads are a disease. if your website isn't worth paying a penny to go to for an hour, then just shut down. a penny an hour could be very sustainable for plenty of sites. take some random forum: 15,000 thousand users per month, let's say the average user goes on for an hour a day, or 30 hours a month. 450,000 cents is about 5 thousand a month. not too shabby. if your website is that awesome up the price to 10 cents and increase your money an order of magnitude.
the problem is the culture of "free", unfortunately.