The most popular forms of digital advertising today force ads on the user by interrupting them when they are most engaged and focused, disregarding the user experience or how it may cause the user to feel toward your ad and brand.
Think about clicking on a YouTube video you want to watch. You’re excited for the video to play, and an ad pops up. Now you have to wait for the ad to finish, or sadly stare at the timer counting backwards until you can finally click on “Skip ad.” Not to mention, that mid-video ad when a user is most focused on the actual video they wanted to watch.
Think about scrolling your social media feed. You're enjoying your friends' content, seeing pictures of the people you love, or seeing what your family is up to. Suddenly, an ad appears on your feed, and you don't know how it got there.
On the other hand, think about people seeing your display ad on a low-trust, questionable site. You worked hard to nail the product, branding, and positioning, only for the ad to be faintly glanced at and skipped over.
All these create bad experiences for your users when engaging with YOUR brand.