Here’s how I use my mobile device to read your content
I’m sitting outside, eating lunch, holding a greasy slice of pizza in one hand, trying to catch the napkins blowing away with the other, and reading “A closer look at things Robert Griffin III did well and not so well on Monday” when your ad slides up over the content.
I try to close it with the free pinky I have on my pizza holding hand, but actually tap on the ad by mistake. I go to the site, don’t read it, tap the back button, which takes me all the way back to the article in Feedly where I have to tap the link again because you don’t show the full article in feed readers.
I know some of this is on me for eating, reading, and generally being a doofus, but I share this bit of “usability testing” to help remind myself of what people are actually doing when they try to interact with a mobile UI I design.