Yeah, that's the difficult part of providing anything for free online: ads tend to make you less objective. You need to chase quality first, getting the readers, and then finding a way to sell readers to advertisers without losing readers or quality... that's really hard.
Structuring as a non-profit is honestly one of the best services to humanity. Now, don't get me wrong, this isn't putting food on the table of the hungry - not directly, at least - but cataloguing and showing, entirely for free with no catch, a simplified version of the sum of human knowledge, without profiting from it, is absolutely and utterly incredible. It's similar to why I respect google so much: they've essentially indexed and made searchable a large subset of the sum of written human knowledge. The difference is they're able to make money off it without really losing objectivity much (despite what shitheads in europe might think - they've largely failed, as an entire sector, from a computer and technology point of view, and want to regulate to replace innovation) and that is also excellent. Two different ways of accomplishing similar things. But if there's no money, then there's no money.