Data costs to load these ads is more than the content
The size of the advertising is so large in comparison to the real content that it's costing the user more to download the advertising than the articles, which has led to some mobile carriers protecting their consumers by blocking at the network level.
Ads double the battery drain
In addition to the download cost, with an adblocker you double the battery life whilst browsing according to testing done by The Wirecutter
And poorly secured ad networks have been used to deliver malware
On more than one occasion ad serving networks have been used to deliver malware
All this despite the overwhelming evidence demonstrating that banner advertising doesn't work.
The solution is not native advertising
Some industry commentators (working for native advertising companies at a guess) have suggested that the solution is to start attempt to deceive readers using ads disguised as real content, i.e., native advertising. They can't be more wrong.
The print industry tried this and got slapped pretty damn by regulators years ago and bodies such as the FTC banned running print ads as editorial, requiring advertorials to be clearly marked as such and to appear in different print. Well they have now made the same mandate for digital advertising
There are no simple solutions, but there are definitely solutions that good marketers are already familiar with.
Spend more on less
In an effort to embrace "omni-channel" marketers spread themselves too thin so media budgets are divided up arbitrarily so that there's a chunk of TV, a dollop of out of home, little bit of digital, a splash of social. The result is a mish mash of stuff that doesn't particularly work well but covers all bases.
Is it really necessary to dump 5 pieces of Facebook content a week, a bunch of banners and the TVC jammed awkwardly into YouTube?
A better approach is to get focused on a smaller number of channels most relevant to the people you're trying to talk to and spend more in those channels. Better still, create stuff that is channel agnostic by...
Solid Planning leading to great creative work
Great, insight driven emotional storytelling works. It taps into that primordial part of us that has told stories for millennia. One of my favourite advertisers is Thai Life Insurance, an Ogilvy client. They communicate their brand values very clearly through emotive storytelling. Typical executions are like the film below. Rather than obsess about the channel they've obsessed about the storytelling so regardless of whether this piece of content runs on TV or online it's going to get shared. It's been shared on Facebook, Youtube, Twitter, Mashable, you name it, it's there. On Thai Life's own channel alone it's been viewed 27 million times and probably the same again on Facebook and other people's channels.