Where's the auto-playing video that you can't get rid of, and which jumps into the sidebar and moves down along with you when you try to scroll past it?
Even then, why would they not just run video ads in that spot? What is the point of trying to distract the user from the content of the article? Just feels weird to me.
The article is merely bait to get you to look at the ads. Once you are on the page, they don't care whether or not you read the article.
Front-load every article with an autoplaying video w/ ads, and that can make some decent revenue if your site has a lot of traffic.