Adding ads to a top bar of a paid platform

What's your opinion about adding banners to the top navigation sticky bar of a paid platform for professional users?

2 important considerations:

1. Some of them are paying up to $5500 each year to use all the tools that the product offer.
2. The stakeholders of the platform claim that this banner brings a high budget to their business.

Appreciate if you could share some researches that contribute to your opinion.