There's no taking going on here. Taking something implies a transfer of possession, leaving one party no longer in possession of that thing. My browsing a web page does not result in such an outcome.
Taking is not zero-sum. Virtual existence does not disqualify ownership or rights. Content is intangible but still carries value, the same way millions of people can have a copy of a song but it is still property.
Receiving that value in the form of content without compensation, either by viewing ads or paying money, is still "taking" it against the wishes of the provider.
