Google Contributor

I don't know if it still exists.

Don't want to see ads but also don't want your favorite websites to go out of business? You pay Google a few dollars a month and designate a few sites you want to support. Then, when you, as that specific person, visit those sites, there's a chance you won't see any ads—and the sites still earn money.

The only catch: the sites have to serve ads through Google (for example, via AdSense).

This is Google Contributor.

It's actually a pretty clever idea from Google—a different way to apply the "free ads, paid ad-free" model.