User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-28690832-20170122220601

Well the reason I always use an ad-blocker and my anti-virus's plugin with all web trackers disabled on this site is that there are simply too many ad resources being loaded. I mean you can go to an article with only a few paragraphs and it'll reload almost instantly. Turn off your ad blocker and now that same page might take 20+ seconds to load. That affects your revenue because users expect a site to load almost instantly. After five seconds a majority of the people that you might make a profit off of have already closed the page and searched for the info they want on a different site. Worse still, when they see that your site is chronically slow they may never return and opt for a competitor.

So in short, I'm glad you guys are planning to improve the ad experience. If you roll out these changes then I'll give the site's ads a chance again. Just remember that the longer people have to wait and the more intrusive your ads, the less money you stand to make.