I like ads if they're relevant to my interests AND they match the mental mode I'm in at the moment. If I'm flipping through an outdoorsy magazine and I see an ad for a neat new camping tool, I might be happy to have seen that ad. If I'm perusing a photography website and I see an ad for a cool new camera, I might be happy to have seen that ad.

I'm not happy if I'm reading a tech blog and I see ads for a car I was researching yesterday. I'm not happy if I'm checking my local newspaper's website and I see ads for the necklace I just bought my wife. These are like the non-chill guy who loudly approaches you at work, "HEY I HEAR YOU'RE LOOKING FOR A NEW JOB!".

Context is important.