User blog comment:Tedgill/Making Ads Better: How We're Going to Do It/@comment-26239285-20170121040728

I dont' mind ads but absolutely no sound and no automatic video (click to start it if I'm interested is acceptable).

I mostly use Wikia on a PC so I don't have a big problem with the size of the ads, but half your users these days would be on mobile devices, so you need to find out what suits them. Also, while ads need to be visible and attract attention, it's important not to interrupt the flow of content. I'm not sure why there's a problem with numerous small ads. So long as they're tastefully arranged, I have no problem with them.

Try to keep them as relevant to the page content as is realistically possible.

Above all, they must be child-friendly, as a lot of children visit these pages, although I think you must do that since I haven't seen anything I wouldn't want my kids to see.