The frequency with which ads are triggered seems to have massively increased of late. Now simply looking at a profile triggers an ad - as the profile opens, before viewing, not as it closes. This is in addition to triggering when opening chat. And ads with excessive sound volume have returned. The increased frequency is making the app virtually unusable. While you may need ad revenue to subsidise free use, making the entry level experience intolerable will probably lose you users rather than gain subscribers.