I had a new one yesterday
Visited gizmodo (Google search) and had the window replaced by an advert saying that a virus scan was being conducted. Nothing new there. What was new was that this was shortly followed up by Orange texting me to remind me that purchasing services on my mobile account (added to phone bill) has been disabled.
That sounds a lot like some shady advert "offered" me something I didn't want and then wanted to bill me for it. All simply by visiting a page that has embedded adverts.
At this point I'm leaning less towards using AdBlock and more towards public castration of those responsible...