Edit 2: That's actually itself a dupe of https://news.ycombinator.com/item?id=40657933
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(The following is wrong. I misunderstood what's going on here, sorry!)
They've been doing this for a while now. It's an ongoing arms race with the ad blockers, which will usually (but not always) block them.
You can also just pay for Premium and they'll go away.