As a web publisher I know that there is a place for online advertising. It can certainly be better targeted, more engaging and cost effective than traditional advertising forms.
But the thing is, some publishers just don’t appreciate how ads can have a detrimental effect. In the quest to make money in the short term you affect your page load speeds, site usability and user experience. We’ve already seen it on BT with the inline highlighted text ads. This may well be an experiment and hopefully a review of the metrics will lead to a review by the sites editor.