For free to air TV I only watch, and it's very occasionally these days, shows that I have recorded to PVR where I skip all the adverts.
I avoid sites with pop-overs for newsletters or animated averts whenever possible.
They're not a "distracting vase at the entrance" they're a "crass man who steps into your path whilst screaming in your face".
I don't know what business models such sites should adopt but I do know that things that invasively take control from me or try to break my concentration, if only for a moment, are things I find deeply unpleasant.
That might say more about me than the advertising industry but there you go.
I'm grateful for sites like lichess and the stance they are taking. It's lovely and quite.
Just because it's not on screen the entire time doesn't mean it isn't a distraction. TV ad breaks are one of the best methods for producers - guaranteed impressions, broad audiences, official metrics, etc. - whilst also being the worst for consumers. An hour of my time set aside for watching something I enjoy now contains 20 minutes of content I don't care about at all, and cannot skip/bypass if not interested, and the 40 minutes of content is closer to 30 because of repeated content either side of ad breaks.
In a way, you are the one coming to PLATFORM (site, newspaper, TV program), so don't come back maybe, but don't tell PLATFORM whether they can out a distracting vase at the entrance, or ads on the sidebar, or a distracting ticker at the bottom of the screen.