Ad formats are controlled by publishers so it's their choice and Google/advertisers don't have a technical way to enforce it. But they may find full page ads mo

Ad formats are controlled by publishers so it's their choice and Google/advertisers don't have a technical way to enforce it. But they may find full page ads more monetizable hence give publishers more incentives to promote more of it. Unfortunately, there are only little things for users to move this dynamic as we typically have no way to pay for most of those free web sites in the current business model. Publishers are usually taking more money from ads than from subscription or micro transactions, so I'm not surprised if they decided to show more and more full page ads...