[burningChrome]

I've always been under the impression it was lazy loading the page to increase page loading times for content above the fold? At least this was why I started using it about 8 years ago.

Its like anything though. I think people just thought it was a cool effect and so it wasn't about page speed any more, it was just about something people used to add some panache to their sites.

Kind of like people who've been abusing modals for the last decade or so. lol

[MichaelDickens]

I'm not a web dev but if the goal is to improve load times, I'd think it would make more sense to load the full article text up front, and lazy load heavier data like images and video? I've seen a lot of websites that do it that way.

[cwillu]

But then a fast reader might be able to read faster than the ads could load!