fwiw I've been using "bluhell firewall", and it captures the vast majority of ads with no perceptible cost. It has problems opening tracking links that I actually don't care about (i.e. it fails utterly), but that's work-around-able.

That and the open-tab-in-background "tab queue" keep me 100% preferring Firefox over Chrome. Plus it's Firefox - I'd much rather give them the activity than anyone else.