Less obtrusive banners; banners that you’re actually likely to be interested in and click means you’ll be less annoyed by surfing the web and feel like you as a visitor being offered a relevant service.
Although some may feel reluctant to read articles that are there purely to compel consumers, undoubtedly without this consideration they are useful. Ultimately the adverts mean that you don’t have to go back to your homepage every time you are compelled to complete a purchase.