I don't particularly like the ads, but I understand they are needed to sustain many businesses (either online or elsewhere.) Would I prefer alternative payment methods? Maybe, depending on the publisher, and the price of the content.

I'm not completely sure what's the end goal of Google here, but if it this can reduce privacy invasion and tracking (as performed by most sites these days), and be similar to iOS' IDFA, where you can opt-out or reset the token, I'd prefer that.