The case with advertisers is that there used to be a covenant between the advertiser and the viewer where the advertiser gave the viewer a jingle or song or funny scenario and the viewer would be entertained to watch the advertisement. This covenant has been broken by the advertiser. They no longer think that they have to offer you anything for your time . A simple pop-up or banner or an obfuscated page is sufficient to divert you from your task in exchange for nothing but inconvenience. Instead of manipulating people with metrics, advertisers might want to get back to that covenant.