What ads? uBlock, Sponsorblock and an automatic cookie decliner and the Internet experience is only hindered by log ins.
Also change your DNS and if you can use a VPN and a faked user profile like user agent switcher.
Sites these days collect all the data they can, that includes your screen size, system data like sound drivers and operating system or your language and IP Adresss which sites you visit at what times (that is where the DNS comes into play).
But yeah, the Internet has changed a lot and for the worse. So far there are ways to mitigate them.