I used to be pro-ad, I understood that publishers needed to earn a coin. Then, of all sites, El Reg had a massive IBM auto-playing, auto-expanding video/audio ad that interrupted not only my reading, but also my choice of music that was playing at the time. I went full anti-ad. I'm luck enough to be technically literate enough to block ads on my work PC, my home network and my mobile.
I like learning about new products and services, but if advertisers want to interrupt my listening pleasure they can get lost.