It&#x27;s kind of like a noise you don&#x27;t notice until it stops.<p>I don&#x27;t mind ads when viewing sites on desktop - except for tracking, which I block unconditionally, and autoplay videos - but I can&#x27;t stand mobile ads.<p>There&#x27;s the battery life&#x2F;bandwith problem, they take up precious screen space, especially popovers and sticky banners, but my real problem is that mobile is a much more personal, close up experience. I don&#x27;t want things shouting in my face when I&#x27;m trying to read.<p>Publishers need to make money, but the cost of mobile advertising is too high.