In that case I'd rather subscribe to/pay the author directly. (Who's to say an ad impression on some company's website will even help the author in any way? Maybe there's a chance it could indirectly, or maybe there's a layoff or pay cut planned soon anyway.)

For that and several other reasons, I strongly prefer independent solo journalists (or very small independent self-operating teams) rather than ones that work for publications. I think Substack and Patreon are far better solutions here than advertising is, for example.