Things that make me just close tabs straight away: 1) Autoplaying videos, especially ads. 2) Pop-ups / overlays. 3) Loading lots of extra elements causing text to jump around. Especially true if I'm just browsing around and click on something that looks interesting, the above will take that thing from "this might be worth 30 seconds" to "not worth it". Why kill that little dopamine boost someone just got from clickin…
Your know there are HN readers who write this crap. I wonder if they'll chime in on why they do.
Case in point, circumventing ad blockers. Audience explicitly doesn't want the ad experience, but Facebook wants to make more $. Facebook just announced a record quarter on desktop advertising fueled by successfully circumventing ad blockers.