The way in-game ads work has changed, why?

I don't get adverts but I can guess why. They have finally worked it out that to get people playing several times a day they need people like yourself to do their quest, watch advert then when that's finished and you log off, your forced to return for your incentive to play later. If you did it all say in the morning you have no need to return later, meaning they get times when players don't have instant match ups for casual, or rank mode. They need players throughout the day.