A New York Times writer, Farad Manjoo (2014) wrote,
They have ruined the appearance and usability of the web, covering every available pixel of every page with clunky bits of sponsorship. More than that, banner ads perverted the content itself. Because they are so ineffective, banner ads are sold at low prices for high volume, which means to make any money from them, sites need to pull in major traffic.
I believe this is why we actively seek to not see them anymore. We are banner blind. Check out this heatmap (Nielsen, 2007) from an eye tracking study that demonstrates how online users have grown immune to the advertisements.
In fact, Yin (2013) champions native ads because they look like they fit the content and users have not learned to ignore them. Do you agree? Or have you learned how to ignore native ads?
Manjoo,F. (2014, November 5) Fall of the Banner Ad: The Monster That Swallowed the Web. New York Times. Retrieved from: http://www.nytimes.com/2014/11/06/technology/personaltech/banner-ads-the-monsters-that-swallowed-the-web.html
Nielsen, J. (2007, August 20). Banner blindness: Old and new findings. Retrieved from https://www.nngroup.com/articles/banner-blindness-old-and-new-findings/
Yin, E. (2013). Why banner ads are dead and native ads are the future. [Web log post]. Retrieved from http://www.launchbit.com/blog/why-banner-ads-are-dead-and-native-ads-are-the-future/