What does playing fair mean in this context? It would be one thing if you were a paid subscriber complaining that even paying sucks so you left, but it sounds like you’re not.
News sites aren’t publishing their content for the warm fuzzy feeling of seeing their visitor count go up. They’re running businesses. If you’re dead set on not paying and not seeing ads, it’s actually better for them that you don’t visit the site at all.
That website is loaded with too many ads, I left it and am not going back.
Not
That website has too many ads, I'm getting an ad blocker and going back.
Another quick point: my observation is that the worse the ad problem the lower quality the content is. Cory Doctorow's "enshitification" encapsulates the problems in a nutshell.