Publishers like Pocketnow have been pulling teeth as to how they can sustain themselves financially while not tanking user experience with their content. The dreaded ad has become less ad and more dread with auto-playing video content to splash pages suddenly appearing over something you might want to click.
Of course, you could get articles from big publishers on Google Accelerated Mobile Pages, Facebook Instant Articles and Apple News, but smaller publishers have to deal with a split in revenue and less control over distribution. Android and iOS have also had a hard time dealing with the proliferation of adblockers, too.
And never forget about how badly Verizon wanted to serve you ads without telling you it was doing so.