It's kind of like a noise you don't notice until it stops. I don't mind ads when viewing sites on desktop - except for tracking, which I block unconditionally,

It's kind of like a noise you don't notice until it stops. I don't mind ads when viewing sites on desktop - except for tracking, which I block unconditionally, and autoplay videos - but I can't stand mobile ads. There's the battery life/bandwith problem, they take up precious screen space, especially popovers and sticky banners, but my real problem is that mobile is a much more personal, close up experience. I don't want things shouting in my face when I'm trying to read. Publishers need to make money, but the cost of mobile advertising is too high.