Recently, animated ads had some problem these days, especially because of the mobile. Inherent to the technology they used, some animated ads couldn't be displayed at start on mobile. Right now, they succeeded to make it working, and this is working since few years, but it still requires separate efforts to make it working for desktop and for mobile. But also, animated ads does not fit well in the model of some website getting a more refined design. They want refined ads as well to not break their design. So it may be animated, but carefully. So, sometimes, I wonder if we are in a era where the ads should be less animated but perhaps more interesting to see? Like with text or content that may interest the visitor?