I block ads, even for sites that I like. For sites that I like which choose to give me the opportunity, I'm happy to pay a monthly or yearly fee in exchange for the ability to disable ads- for sites that don't offer that option (or where I don't feel that I derive enough value from the site to justify the minimum cost) then I assume the organization running the site has evaluated the costs and potential revenue and decided that subsidizing users who choose to not to view ads with the revenue generated by ad-viewers is preferable to setting up a system to allow me to pay for ad-free content. If I'm unable to view a site without ads, then I will simply not view that site.
I apply this philosophy to all parts of my life. I'm happy to pay for a television show on Amazon, or subscribe to netflix, because I am able to watch the shows without commercials. For shows that were not available this way, I used to use hulu because adblock plus would block the advertisements. Recently adblock plus no longer blocks the ads on hulu (this is probably a filter list mis-configuration on my part) so I stopped watching those shows altogether.
There is a great deal of content that I enjoy, and I like to see content creators get reimbursed for what they produce, but there's no content IMHO that is worth subjecting myself to the psychological manipulation of ads.