There are more than 1 alternatives. How about advertising, but not tracking and not serving targeted ads? What's wrong with it, except that it might earn websites less money?
From my 12 years of experience running an online business, I'd still urge everyone to stop dealing with (the mostly) shady online advertising agencies. They're mostly corrupt (expecting and accepting kickback payments from websites so they do not put ads where their customers benefit most, but where they can line their own pockets best), incompetent (still using document.write in 2012 and still trying to push the most annoying ad formats down both publishers' and advertisers' throats when everyone knows that AdSense was hugely successful doing the opposite) and greedy like any other purely parasitic business that adds no value (and usually removes value).