What happens is that if the user is in a usergroup you have selected, they will get it.
What is happening sounds like everyone except the subscribed members are ticked to view ads.
What I would suggest you try is ticking the subscribers as being exempt from ad viewing. You will need to have a profile field that will specify which value means its off. However you can easily do this by adding a new profile field, make it non editable by user with a default value of nothing. Then leave the exempt value blank.
Hope this makes sense.
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