User blog comment:Kirkburn/Turbocharging the Mobile Experience/@comment-37.24.159.160-20180323083827/@comment-20644-20180323164040

Featured Videos, like the one on Loki's page, are one of the key reasons we've been able to make so many performance improvements recently. Featured Videos on desktop led to a 30% cut in advertisements on every page, which in turn led to a 46% reduction in average page load times. On mobile we will be able to work on improving the ad experience this year, with Featured Videos being a key reason for that.

If the most you are seeing in terms of usability is needing to click X to dismiss it on a page, I think that’s far preferable to having a slow, cumbersome with a bad ad experience. But if you are seeing usability and performance issues beyond that, please report those to us.