User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-1474707-20170120193649

You mention ads that expand to cover some of the page, obscuring content, saying these are standard and will continue (and I see a lot of them when not logged in). However, ads that overlap content are one of the definitions of bad ads. And rightly so!

Another point to mention against the use of large ads that take over the page completely vs lots of small ones is: in the latter case, the branding and design of the site still remains themed to the wiki, so a user knows the site they are on and what the wiki is about, as well as seeing the ads. In the former case, all the styling is taken over and it appears you are on a "no man's sky" wiki, with all the content being about something else. This is confusing for visitors and will drive people away from the site.