Most websites which are heavy on content try to force you to click-through more content on a story (i.e. See page 2 for the rest of the article, Top 10 Movies etc.). They want you to spend more time on the site and also to click-through to load more pages. Every time you click-through a new page the site loads new display ads. The conventional model of advertising works on a cost per impression (CPI). It refers to an advertising campaign where the advertiser pays for every time an ad is displayed. Advertisers spend countless amounts of dollars to get people to view their display ads on websites, but the truth is that majority of display ads are ignored by the users.
Today sites are more inclined towards delivering a superior user experience and are trying new ways to monetize like intertwining brand messages within people’s activities. Sites today are looking at providing premium advertising at scale without affecting the user experience. Tumblr introduced Radar and Spotlight this past year, which the company refuses to call as ads as they practically worked with the advertisers to deliver results.