OK... My opinion on ads is conditional...
First, the whole Amazon.com phone discount with the ads on the lockscreen.. I am totally OK with that. Why? It's all up front and disclosed. Amazon is saying "You can save $XX if you accept ads on your lockscreen". Fine... you tell people upfront about it, they can make the choice.
Ads on web pages... Sites gotta pay bills like everyone else, so I am OK with Ads.. BUT... I am not OK with the brutally obtrusive ads that slide into your screen, pop some silly 'you have been infected' nonsense or bog the phone down because it is rendering dynamic content that uses 100 time the data than the actual page. Die in a fire. I'll whitelist a site in any and all ad blockers if they stick to nice, behaving banner ads like in the old days. But the instant one starts throwing that swill at my screen, you won't get any ad revenue from me.
And lastly, something that 'just shows up', like if the OEM threw an ad from Yelp on my lockscreen (like is hinted in that article).. If the OEM of the phone I was using did that, nu-uh... no way, sorry. Go pound sand. I've already shelled out several hundred clams for that phone, you aren't going to try to exploit me to get a few pennies of ad revenue here or there without a damn good return (like a dirt cheap/free upgrade program). But that won't happen since they'd probably lose money on that deal.