I do the same while reading other websites, but have always designed mine with the goal of never using advertising methods I would be annoyed of. No popovers, no video ads, no full screen takeovers. I also recently removed Google Adsense because the ads it showed were not relevant to my content even though they may have technically been relevant to my readers via retargeting.

Interestingly enough, at least in my field, using these practices have actually had the effect of increasing ad revenue since I am now directly selling ads and cutting out the middleman.