This is exactly why we're building EthicalAds. It's an ad network that only targets based on the content of sites, doesn't allow any third-party media, and is currently only focused on a developer audience: https://www.ethicalads.io/advertising-vision/
We had the same choice on Read the Docs, but didn't really have any other way to make money but advertising. We decided to build ethical advertising, so that we could be proud of the ads we show, knowing we weren't adding to massive pool of data out there. I talked a bit more about it here: https://www.ericholscher.com/blog/2016/aug/31/funding-oss-ma...
We had the same choice on Read the Docs, but didn't really have any other way to make money but advertising. We decided to build ethical advertising, so that we could be proud of the ads we show, knowing we weren't adding to massive pool of data out there. I talked a bit more about it here: https://www.ericholscher.com/blog/2016/aug/31/funding-oss-ma...