I can't directly comment on the ads on this site, since I have a subscription, but they seem to be a point of frustration.
Part of me is like "Well yeah, if you don't want to pay for content/access you should expect some ads," but that's too flippant of an analysis.
So, two thoughts:
1) I agree, on other websites, when I'm scrolling and ads and maximizing and minimizing and is messes with the scrolling or where you are at on the page, that's super annoying. I'm not paying, so I understand there will be ads, but it sucks when they really take away from the experience. So, improving that, seems like would be appreciated by the non-subscribers
2) Maybe the caretaker structure (pricing/features) needs some revamping. I was going to suggest a "Bronze" level support that only achieves removal of the ads. But then I was looking at the subscription levels and... Do Silver caretakers still have ads? It looks like that. I'll be honest, that feels kind of greedy. These people are doing what you want (spending money for better access) and it seems like for $60 a year, they shouldn't have ads.