User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-5797887-20170120225223/@comment-3343670-20170123212728

Completely agree. "The user experience comes first". The fact that (see comment above) Fandom think that they're doing what you're talking about shows how far they are from achieving it.

I'm glad they're doing something about ads, not ignoring the issue altogether, but until they get the foundation right, by genuinely prioritising users over profit, they'll start to lose market share.