EMARKETER with more good research, as usual.

the most intrusive ads and the least likely to be noticed ads were the ones where the display covers the entire screen.

The best kind, the most likely to be noticed and the least intrusive ads were pre-roll video and targeted ads using your search history were a close second.

the level of interruption of the ad rather than its invasiveness informed how ads were ranked, mid-roll ads, display ads and that fully covered the screen and ads that follow users around the screen were ranked as much more intrusive than any targeting method.