I was under the impression that the ads in a page were pay per click.
So if I visit the site but dont click the ad the site takes nil.
Thats why I use adblockers, beacuse I dont care for ads of any kind and the site takes nothing either way from my browsing

Maybe the author want to make "art" using a light scribe like method... I guess that his guess is that a bunch of "1" could be visible somehow.