Unfortunately being annoying and working aren't mutually exclusive. And if that is really the case, then I'd argue it's on ad networks like Google and Facebook

Unfortunately being annoying and working aren't mutually exclusive. And if that is really the case, then I'd argue it's on ad networks like Google and Facebook to find a way to realign incentives here so that what works best or makes the most money isn't annoying to the user (similar to how they are attempting to ban overly obnoxious ads).