Web ads to get less annoying?

We try to keep TR free of the more bothersome types of web ads, but the biggest sites on the 'net have been surprisingly willing to accept annoying ads, sometimes from questionable advertisers. Perhaps that's changing, if this report is accurate. Ad execs from some of the biggest sites seem optimistic. Thanks to strong sales, they've been able to become more selective.
Dan Foehner, Yahoo's director of shared services, told the panel audience that his company had already started limiting the amount of time that advertisers' so-called rich-media ads could cover up important parts of a website, like the search and navigation links.
However, those new "resilient pop-ups" seem to be getting more popular. Ugh.
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