User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-30161070-20170122131840/@comment-26402117-20170128182743

A static ad anywhere would enroach on the content much more (cos vertical stacking), probably suck at raising revenue and can't be dismissed. The overlay ad feels more separate from the article to me, does a better job of attracting my attention and disappears after.