AC is right. Instead of 'running ads', you are the ad.
The difference is that I'm up-front about it. If you were to punch up my site at starbreakerseries.com, it would be pretty damn obvious that the site exists to promote my fiction. My shit isn't cluttering up your reading experience at other sites. Facebook and Twitter aren't going to clutter your feeds with ads like "Angry wizard sex! Check it out at starbreakerseries.com!" If you're at my site in the first place, it's most likely because you already bought my book and want to see if the next one's out yet.
My site is a first-party ad for my own work. I don't see any hypocrisy in condemning third-party ads or sites that use them.