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The ads for paying users are probably worth a lot more than for non paying users.

For the FT specifically, I get the impression that a pretty large portion of subscriptions are corporate/paid for by employers so I'm not sure how true that really is.

The companies paying for a FT subscription for their employees are going to have well compensated employees, hence valuable eyeballs for advertisers.

This. Also, some of those eyes are going to belong to people who make purchasing decisions on the behalf of their employer. Those people are exceptionally valuable to advertisers.

I pay for NY Times (as well as several other papers, like the WSJ).

NY Times runs giant banner "subscribe" ads even if you're a paid, logged-in member. I still need ad blocking on!

I wouldn't mind ads equivalent to what you see in the real paper -- a Macy's ad at the end of an article, etc. But they should be in the page, and not popping up on top, on the bottom, or over the article.

That's why I like the Guardian, if you're a digital sub app is ad free.

Is it also data-collection free?