The more I make use of the ads, the more I contribute financially (either directly or indirectly) to the bottom line of the content provider, the more I support them. So when I gloss over those ads without fully engaging with them, am I then committing theft as well?

Invoking a "moral" argument about theft here, begs the question, are ads themselves moral? When I read site X, I am not thinking "and as a nice side bonus, it would be cool if they could throw in a side bar making me aware of a miracle drug that will cure my insecurity by the size of my penis." The whole point of ads is basically to trick/deceive me into buying something I had no intention of purchasing originally. Is that not theft?

I know "two wrongs don't make a right", but since morality is relative these days anyway, when I enter a market place (which is what the ad driven economy is) where the whole point is a contest between will you trick me into buying this or not, I figure it's survival of the trickiest.

And that's exactly what I intend to do. If something is masquerading as free but uses that to actually sell my attention/trust to other parties, then I don't see why I can't masquerade as a client that's willing to be subjected to that but only takes the functionality. Make your cost upfront and clear and I will pay upfront and clear. If your business model involves a high degree of obscurity, my consumer behaviour will, as well.

Put it another way - is it theft to go to a company meeting where they serve pizza, just for the pizza?

If they want, they can require me to answer a question about the ads they served before sending me content. Or they can put EULA in front of their content.

There is a link at the top of this page.

How do I know whether it's riddled with trackers and obnoxious advertising based on that link? Yes, I can see it's Forbes so it's likely pretty bad. Am I supposed to keep an internal dictionary of link knowledge in my head for the hundreds of sites I interact with on a give week and "Vote with my wallet?" every time I click a link? That's ridiculous.