User blog comment:Rappy 4187/Technical Update: February 3, 2016/@comment-4129195-20160203234359/@comment-26402117-20160208213301

I like it over the ads - because its organic content. With the new Fandom section, Wikia doesn't leak as much traffic to the sites in the advertisements, increasing the pageviews per visitor (which is a huge measure of engagement from the readers).