User blog comment:BertH/Layout and navigation updates coming October 3/@comment-4839035-20120921153945/@comment-173.217.161.228-20120922152033

It's not rare at all. If I sign out, turn my ad blocker off, and go to any wiki, I see the skin takeover ad (almost always accompanied by a huge animated banner about three times the size of the one in that picture).

Almost all of Wikia's "feature" updates increase ad exposure in some way. The search update, for example. Or the Oasis update.