They clearly said that they don't mind ads as long as it's not this click bait crap. I guess it pays really well because every newspaper web site has it :(

Anecdotal evidence: news source I read tend to switch from provider to provider every six months or so.

Either they are offered a great deal by the new incumbent or management gets fed up with poor revenue/poor targetting.

I've seen it happen 3 or 4 times in the last few years?