This isn't a false premise. Either you get the ad supported industry behind some solution or whatever privacy respecting solution will be incompatible with these sites.
Or the ad supported industry finds ways to be supported without ads. That would be the ideal outcome. It would align them with the needs of their customers.
To paraphrase something I saw on twitter recently: The ad supported industry needs to track users; users don't need the ad supported industry.
If the effort to increase user control and privacy continues, sites that can't support themselves without targeted ad revenue will either adapt or fold.