And then the follow-up claim that users "simply notice native ad placements more" because they're in the content area, ignoring the fact that mobile users are way more likely to accidentally click them in the process of scrolling the web page. I know I've done this a nonzero number of times, compared with the zero number that I've deliberately clicked on.

And don't get me started on "welcome ads" aka "click the tiny near-invisible X in the corner to close the damn thing, and if you miss you'll get taken to some horrible site which will eat half your monthly mobile data".

I normaly push the back or close tab button when greeted by a welcome ad.

I use Kill Sticky Headers for those, and if it fails, reader mode, and if that isn’t available, the back button.

https://alisdair.mcdiarmid.org/kill-sticky-headers/