DaemonWTF:Viewing ads is doing nothing to support sites, it's clicking the ads that supports them.
I've always thought it was unfair that way. Sometimes they pay for clicking on the ads; other times you only get paid if the visitor makes a purchase. I rarely make online impulse buys. Even more rarely do I make one at the behest of a banner ad.
Sometimes I may see an ad "New hard drives, 20% off!" and start thinking that I really could use a new hard drive. But I'll still spend the time to research that vendor and make sure 20% off is actually a good deal. Sometimes if I'm going to buy something I'll go back to a site that I've seen advertise it, and buy through their banner ad.
Would like to see site owners get paid per ad view, but I guess ad blocking and cheating in general would make that an unprofitable business.