You may have a point. Maybe we need to draw a distinction between "non-intrusive" and "non-distracting". Ads should not move, period. No animated gif's, no v

You may have a point. Maybe we need to draw a distinction between "non-intrusive" and "non-distracting". Ads should not move, period. No animated gif's, no video. And for $DIETY's sake, no audio. NONE. No audio. EVER. Slicing up the reading in the middle. Covering with spashes, etc. I just close the tab. But a non-distracting static ad? It is easy to ignore if I don't care, but if, in fact, it is something I care about I will see it. Ads that relate to my needs at work or to my hobbies will likely get clicked on. Non-distracting will keep me from closing the website, relevant and timely will get me to click on the ad. The human mind is funny that way. A non-intrusive, non-distracting ad for, say, carpet, I likely won't even notice. But display a non-intrusive, non-distracting ad of exactly the same size for a piece of shiny, new, ham radio gear... it will get noticed. It might even get me to think about my credit card limit. Basic psycho-perception at work.