Advertising doesn't require surveillance though.
Ads and surveillance are not inseparable. We don't need to accept surveillance as the price for a functional internet.
Of whom?
Google and Meta are gigantic surveillance companies. It's their imperative that you keep allowing it. On top of that, most state actors love the idea of more surveillance.
Then you have huge portions of the population that simply don't care or don't know better and aren't going to start directly paying for anything.