A ton of news websites do this now, navigating to a “Before you go…” page when you hit the back button. I’ve always suspected this kind of behavior has a lot to do with why people don’t read articles anymore. You know what you’re getting when you open a comment section on Reddit, Hacker News, or Twitter. The majority of other websites are going to be borderline impossible to view on mobile.
Chrome with JS disabled works good enough for me on mobile. It's also easy to whitelist specific sites. But mostly, if I get a blank page I just go back.
I usually figure that it is ads published in an ad network and placed on the site pages. The site usually doesn’t know anything about the specific ads and only has very general options to limit the kinds of ads that appear. The most that they could do is to drop the ad network if they get a lot of complaints.