Not all impressions are created equal

You're scrolling through the newspaper on a smartphone app, after the 2nd article you get a roadblock ad. You flick to YouTube to watch a video and you're held up with a pre roll.

You decide to watch your favourite TV show on-demand and have to wait a minute for the ads to play even though you're already paying for the service.

You hate these ads, I hate these ads and Gary Vaynerchuk does too. They are not doing those brands any justice, they are frustrating, annoying, painful interruptions.

Who on earth thought they would be a good idea?