I've been running into the same HP ad 5 or 6 times by now. I didn't know this new wave of ad campaign is arriving at FT

This sort of "forced-fed" ad is not uncommon though. When I watch the TV program online (such as ABC, CBS, Fox...etc), I get to watch all the ad/commercials. I get the idea it's because of the sponsors that I can watch the episodes for FREE. All the commercials are about 30 seconds. Even though you can't skip it, different companies have different ways to "feed" it. For Fox, the commercials are built in seamlessly, meaning when the 30 seconds are over, the program resume by itself. Sort of like you are watching TV the traditional way. You just have to wait till the ad is over. That's fine with me.

For ABC, the online player will not resume to the program after the commercials are over. The viewers have to click on the "Continue", which is prompted at the end of each commercial, otherwise the next segment won't play. The recent HP ad at FT is similar to this, which is more intrusive than the others, IMHO. We are forced to "interact" with this HP ad. When I say "interact", I mean "wait till I can click the skip button" so I can go back to my normal FT viewing pleasure. Maybe I shouldn't complain too much since "skip" is still an option.

I know there's always trade-off for free FT. I can live with ads. I am just not sure if this form of ad is HP-specific. Or HP ad is simply a test-run before FT "adopts" (should I say IB) the new form universally? I surely hope it's not the latter.

I agree with JGR01 this "interruption" is costing us time.