In the latter case the copyright holder would still monetize of of, say, ads hosted on their website. I'd have an easier time with this reasoning if I saw more

In the latter case the copyright holder would still monetize of of, say, ads hosted on their website. I'd have an easier time with this reasoning if I saw more legal argument directly addressing why "exclusive right to their respective writings" includes the right to require readers to also see something else at the same time as they view the writings.