I don't mind ads at the back of a book for other books, I just won't see them. It annoys me when there are excerpts of the next book in the series at the end of a book, because it messes with my perception of how far through the current book I am.
However, both of those I could live with as they are easy to remove. Anything more than that and I will get it for free - either because that is the offer price, or through other means. In the other means category, I don't expect I would feel any moral issues, as the advert had better be paying the author for lost sales. The ads will still be stripped, obviously.
This presupposes a format that can be edited. If the book is only available in a format that can't be opened and edited then ads are pretty much a no go, unfortunately. (Probably would live with the book ad at the end in this scenario, without too much worry).
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