It's not often that consumer's needs are on part with that of the business, but several courageous publisher's did just that. Attitudes are changing towards the balance between revenue generation and the user experience. It's about time.
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Any video you watch is likely to have some type of advertising before it, on it, or around it. It's a necessary evil. In order for publishers to bring you great content, they have to pay the bills. Advertising is the way to do it. C'est la vie. The question becomes: how do you serve ads in a way that drives value for advertisers but doesn't annoy (more than necessary) viewers.
If you are a brand spending your marketing dollars on digital advertising, you really have to wonder what you get for your money.