Black and white thinking. Content creators still need to get paid. I'd be quite upset if my favorite sites had to shut down due to the rise of ad blocking and non-viable alternatives to ads (like "subscriptions", etc...)
By globalizing their reach, most content shops entered into a race to the bottom where they cannot win. That's why you have these tiers of auctions for inventory that slide down the food chain in terms of quality as the price falls.
Traditionally, successful media has been local, local, local in scope. That remains true, although everything is being reshuffled.
Media outlets that remain alive have some sort of scope limitation that makes their ad inventory more valuable and reduces their exposure/dependency to Facebook.
That's not really it at all. There are a limited number of ad networks out there and publishers attach themselves to one or more of them. At that point, the publisher is largely clear of the process, unless they're negotiating custom deals of some sort, which happens with larger sites but is far less common than small sites.
The people doing the tracking aren't the content sites -- it's the ad networks. As a publisher, I'm not privy to your personal details.
I am under the impression that they are okay with or ambivalent towards tactics used by the ad-networks, because they'll block you for using an adblocker.