Its a bad marketing campaign because it is easily turned into threads like this. Also, I have no idea if USA Today is good or not (I genuinely have never even thought about it).
But it is worth understanding. News outlets need to get funding from somewhere. Some are state funded and I should not need to explain why that introduces biases. Others take massive sponsorship deals from companies and ensure that John Oliver will always have something to talk about. And others run ads to varying degrees of curation.
The last option is subscriptions and those are few and far between.
Its more or less the same thing we saw with ads in general over the 00s. More and more people learned how to block ads so more and more websites needed to add obnoxious flash based ads and insane uses of javascript and so forth to get any impressions. And fewer and fewer "good" companies wanted to advertise to adblock heavy audiences which led to more and more trojans and so forth. Which leads to more and more ad blockers and...
In the case of news media? We mostly see this manifest as less investigative journalism and more listicles and "clickbait" articles because those at least get the facebook crowd to click.
So it is very much worth looking in to more permissive blocklists and even permitlists. Block tracking cookies because fuck that shit. But permit sites that you "trust" to have reasonable ads and look in to finer grain blocklists that still allow the actual ads to be displayed, even if they aren't the ones based on Amazon figuring out you have a foot fetish.