Let me do some advertising right now. Daniel Naroditsky's twitch stream is amazing. Go watch 'em https://www.twitch.tv/gmnaroditsky
(If you're into chess, you almost certainly already know about him.)
He also gets into feuds with Hikaru and won't shut up about him for some reason nowadays, and is constantly on a soapbox, but whatever. The chess is fun to watch.
Now, if you saw a banner ad for that on lichess, would you really feel awful about it? I mean, that's a fine perspective, but I'm of the opinion of "just shovel all the content in front of me and let me pick out what I like." It works wonderfully on YouTube's recommendation algorithm.
But of course, your feelings are justified for modern ads as currently implemented. Mobile games are just a complete horror fest now. (It was delightful to discover Cardinal Quest 2, since every aspect of the game can be played without paying a cent or seeing an ad. It's more or less "chess, but with monsters.")