Apparently a hot take, but I don't have an issue with this, as long as they're picture ads, not videos. An option to hide them temporarily would be good if you're trying to read something. Maybe you'd need to hold a key or something. To me this is much less intrusive than 3 videos ads at the beginning of a video.
All of that said, I pay for premium, as I watch enough YouTube for it to be very very justified. I've probably saved weeks of my time not watching ads, plus it supports creators more than the ads ever do.