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This ad pretends to be a phone's home screen and actually tries to get the device to vibrate as fake notifications come in. Thankfully, most browsers won't let it, but this kind of user-hostile attitude is exactly why people turn to ad blockers.
On a slightly related note, it’s also a complete mystery to me why people subscribe to push notifications from news apps (and I say this as someone who works in news), but people do strange things and that’s fine.