Why do you think punishing the advertisers is any better? They seem to be even less deserving of it.
Right now, I tend to lean toward the idea that rather then fighting people tracking me I'd prefer to add white noise so they can't really tell where I'm at, but I really prefer this more for GPS then ads. I don't really care if ads know what I'm doing, if I want someone who won't track my searches I go to duck duck go.
EDIT: If I REALLY don't want to be tracked I go to TOR + VPN, but I don't typically want to go through all that.