I agree with your post. Ads do "pay" for web content. However I believe that there can be three parts to the advertizements.
1. Display the ad - this usually does not pay anything.
2. Clink on the ad, this usually is the paying part.
3. Tracking has two parts as far as ads are concerned.
a. Third party tracking occurs when you do not clink on the ad. This is the part of tracking that the new Firefox is designed to halt.
b. If you click on the ad, the website that displays the ad will no longer be a third party, and thus will be able to track you under the new Firefox.
c. Some tracking is done by code that does not display at all on your monitor. This type of tracking, if third party, should also be blocked by Firefox.
Third party tracking can reach hundreds (really) on one web page. It is this type of tracking, perhaps unseen and usually unwanted, that the new Firefox is designed to limit. It does this primarily by only allowing the writing of small files called "cookies" by the web site of the URL that displays the primary content of the web page. If Wake had ads, only code from WFU.EDU
would be allowed to write tracking files.
There are add-ins to all the major web browsers (IE, Firefox, Chrome, Safari) that will block ads that are not from the website you are visiting. I do not believe the new Firefox works that way.
Most browsers allow you to see a list of the the cookies, you should take a look at the list. Software is available to remove the tracking cookies from companies whose main business is selling information about you to others.
Next week Kyle will, I believe, give us some good remedies to these problems.