Nothing on my screen doesn't matter.
Looking and acting are different. I'm always looking and seeing everything in my field of view. I read without actively reading. I don't ignore anything. I don't ACT upon everything.
In the short term, I ignore what I'm not looking for.
In the long term, I stop using, avoid, and ignore misbehaving software.
Tunnel vision looking for texty stuff and any relevant pics. (Note: sometimes an outstanding ad pic might distract me for a few seconds ;) ) For the BS that's often deliberately obfuscated and not pure talent, I use link extractor for a list to see if there's a working button or whatever other thing they've borked. Often I'll use book mode ... and for the sneaky sites that claim to have a book mode version, but instead like to punch up something else, I haven't quite got around scripting anything to automatically drop the site's address in the disallow pile, I enjoy creative commentary too much even if it's for myself.
I will ignore the site, if it has camouflaged their content with the ads, only if it's really important might I search for the original text that landed me there ... more often than not, no it's not there - BS search result and BS site.