To be fair, "in your face" ads are part of the internet, unless you have an ad blocker (or a carefully-configured host file). I personally feel disappointed about the widespread use of pop-up ads. Pretty much every major web browser has come with built-in pop-up blockers since the last decade, which shows how unpopular they've become. And yet, pop-ups are still a thing.
On top of which, many ads use a boatload of bandwidth, RAM and CPU, which disproportionately affects low-income users who can't afford fast internet or fast devices. On top of which, modern web ads are malware. The industry may try to deny it, but that's the cold hard truth.
In other words, the ads from this malware aren't necessarily a whole lot worse than the ads these users subjected to anyway.