Even if it is something I would like if a friend told me about it, if I am bombarded by ads I hate it and often will find or make an alternative.
I'm not sure we're actually disagreeing that much, but I will say: even if you show me something I love, in a way that I appreciate, but you do it in a time or place where I don't want that thing? That's still an imposition. So in a way we agree because time + place + content + style is something that is not possible to get right. There will never be an advert brilliant or relevant enough to make me happy that you showed it to me while skiing in the Norwegian mountains, or while watching my child enjoy their birthday party. Most cases are less extreme, but then most adverts are much worse - the scale will never be tipped the right way.
If there really was a way to magically make all adverts relevant then yes - users would like them!
But that's a totally impossible ask. Not only do websites mostly have no idea what's relevant to me (even with all the tracking) but they obviously have huge financial pressure to show me crap that I wouldn't ever want.
So, yes. Relevant advertising is good, but also basically impossible.