That said... The modern internet is built off many free services paid for by people who buy stuff from ads. It is hard to imagine a world without ads - many sites and services would disappear. Hosting costs money.
I could see a dystopia without ads where a government provides free hosting for citizens. That quickly becomes "thought police" when an authoritarian leading head of state comes in. If we pretend like that will not happen, I think we would have a much more wonderful internet.
Don't you see the problem with that statement? Ads are profitable, and we are paying for them, indirectly, through buying products and services. Adtech takes a chunk of that profit. Therefore, we pay more than we should!
You are not 'paying more than you should'. Not least because there is no price you 'should' be paying. Further I'm not sure how you imagine this working? The retailer gets to decide prices or not? They get to decide if they advertise or not? The advertiser's have competition? The retailers? Retailers are presumably choosing to advertise because they think it's worth it, thus it is? You are free to choose to buy those products, that will feed into their decision whether and how to advertise.
In no way is the consumer helped here, in the end.
To make things worse, the consumer is nudged into buying more stuff and thus contributing to global overconsumption.
It is hard to imagine a world without horses & carts; many businesses would disappear.
See e.g. https://ballotpedia.org/Alaska_Measure_5,_Prohibit_Billboard...