My typical recommendation would be:
Normie: uBlock Origin
Techie: uBlock Origin + uMatrix
Security Critical/Paranoia/Just Hate Yourself: uBlock Origin + uMatrix + NoScript
I use the last option at work, and the middle option at home, and the first option for my wife's computer.
For me, a lot of it isn't about ads, it's more about the security risk of cross site scripting. Typically, if I'm visiting a site, I probably trust it, but I have no trust for people they sell ads to. I don't mind sites I trust having a few non-intrusive ads, but of course that's not the reason I use blockers; if a site has so many ads it is unusable, I just don't ever visit it again (plenty of 'don't show articles from ' flags in my google news feed for this very reason. I'll never know if you redeem yourself, because I will just never visit your site again.).