If they are fullscreen ads that disrupt, then yeah pushback is expected. But they wont do this, they will slip them in slowly and people wont generally care.
Pushback from gamers only usually happens when its something like losing the ability to play the game - see recent helldivers controversy.
There should have been a pushback on microtransactions from the start, but people just said "well you dont have to buy them" and here we are.