[tommoose]

Those who would class this move by Apple as the first volley in this war fail to have noticed the ad creep - sites are _only_increasing_ the amount of space per page allocated to advertising. When was the last time a site you visited reduced the number of ads?

The way I see it, ads are trying to do two things: 1. Monetise content 2. Drive sales/brand growth

Advertisers have tried to make up for ineffectiveness by increasing quantity rather than quality. If the focus was quality, everyone would win.

There's probably more to it, but more and more obnoxious advertising is a poor user experience; I don't think the audience will tolerate it for much longer.

[fr0styMatt2]

There is absolutely nothing worse than a site that pops up a full-screen ad over the page content on a touch device. Especially when using a mobile browser that's resource constrained as it is. I feel like more sites are using these pop-over ads even though I've never seen it described anywhere in any good terms.

Possibly up there with auto-playing ads that make any kind of noise (I don't necessarily mind the ones so much that don't expand unless you mouse over them).

I'm not against ads, I don't use an ad-blocker. I don't even mind ads on YouTube. I mean, after all I'm getting all this content for free and they have to be paid somehow. Some of the YouTube ads are actually quite clever and I've ended up watching many of them on purpose. Still glad Apple is doing this, but it's a shame that designers/developers couldn't show some restraint to let it get to this point in the first place.