User blog comment:Brandon Rhea/Ad Tests on Fandom/@comment-5701011-20170428060708/@comment-20644-20170428172015

A lot of that is based, on some level, on your search history and what advertisers think you might be interested in as a result. But those are also the types of programmatic ads we want to have fewer of. We're working directly with advertisers more and more, so we can have better contextually relevant ads for readers as a result.