That's because the article is just a thinly veiled ad for the author's ad-free service.
How does that work? "Advertising is dead - that I means I should subscribe to this specific consumer ad-free service"?
"Advertising is very bad and unsustainable and it's going to bring about the end of the universe because of evil venture capitalists. Is this what you want? No! So if you want to save your soul, you can repent now and start using sustainable, ad-free services. Like mine. Only $11/yr."
What he says is that publishers, who rely on ads, will suffer from the bust. His service is in no way related to publishers. He also doesn't directly link to his service on the page.
I think your accusation is completely spurious, frankly.
If he was a multinational corporation this would be called awareness-raising sponsorship