User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-3359255-20170120220820/@comment-20644-20170121001804

We don't have auto-sound ads. We have auto-play, but not with sound. And yes, if we stopped using those types of ads, we would have to add more programmatic ads that would clutter up each page. As for phones, yes the performance of those need improvement, and those will get better now that we are able to do campaigns that live on both desktop and mobile (rather than relying mostly on programmatic ads for mobile).

As for relevance, I think we need to be clear that this isn't always possible. In fact, it's generally not possible to have direct subject matter relevance. There's not always something about Call of Duty that Activision would want to advertise, for example, so there can't always be Call of Duty ads on Call of Duty Wiki. Same for any other subject. That's why advertisers generally take into account the broader interests of readers. First person shooter games, sci-fi movies, TV dramas, etc.