Sorry, I wasnt reading closely enough. I did not realize that the site might have been just affiliate links. I think affiliate links are not much of an issue, personally, mainly because they don't rely on tracking.

But many ads are those that track you across pages and use many of the same stuff as Facebook to show you products. So if you're uncomfortable with that, it's important to put pressure on that.

If he were just throwing up Google AdWords /FB ads or whatever he would be participating in an ecosystem that is unethical for many. It's helping to support a good cause, but wouldn't it be nice to get good things without contributing to an unethical system in the process?