When people talk about "the internet" or "internet services" they don't just mean a website. There's a whole load of work that has to be done to get the data packets from A to B and create our awesome industry. Ending net neutrality would allow the value created by "the internet" to go to all parts of the stack, instead of just the very end of it. And the base parts of the stack needs the money waaayyy more than the tech giants with 60% profit margins. Again, funneling money from the poorest part of the industry to the most profitable parts is pretty crazy to me.

So it's not less ads, just that some of the profit from the ads would go towards the base infrastructure, which is a good thing.