I don't use "sites", I use the internet. I don't know, beforehand, which page I'll land on.
Some sites I do use out of necessity, because I follow the "content"/"community", and it happens to be there: YouTube, Facebook. It saddens me to no end a lot of groups of niche interests are only on Facebook, but if I don't want to end up talking to myself, I'm forced to use it.
Of course if ad blocking gets too be too mainstream all that will be left are 'native' ads and directly paid content.