Yeah, they've done this on this one particular site that I like to read, one old (hilarious) celebrity blogger who made a new home on [redacted]. [redacted] is pure shit. I dunno exactly what they're doing but the ads they serve up are largely local rather than third party - and they're served up so aggressively the site is all but unreadable on my phone. So ads are crazy in-your-face despite having adblock on the phone itself and a Pi-Hole! Just to keep reading the guy I like I had to set up a shortcut that loads it in reader view to bypass all the bullshit and fuck knows how long that will last before they somehow figure out how to block reader view.
Edit: I probably shouldn't be giving them ideas, lol.