User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-4557798-20170131224923/@comment-5558012-20170131235403

"The best ads are the ones we don't see."

Let's be logical here. Websites maintain themselves/profit from ads. If few people see ads (little revenue), more ads are necessary to operate a site (or services/jobs are cut). More ads, increased performance issues and the higher likelihood you are going to realize the ads are there (while also being littered over the page). High Impact Ads are more profitable (allowing for fewer ads) while being less of an overall distraction to a reader.