Seriously with all the pop-ups and sidelines and bull crap tricks needed to get advertising on your site. Many new ad concepts seem to drive more user annoyance than value. Some get clicked mostly by error, some I would not click if it delivered a brand new car.
Ogilvy always stated you can sell crap once but never after that no matter how great your advertising. I find that the ad medium obscures the message when it stops me from getting the content I seek. Perhaps why The Drudge Report style dominates in news.