If you are using browsers like Mozilla Firefox or Google Chrome, you can download extensions like Adblock and Adblock Plus to rid yourself of the intrusive ads. My Rogers Yahoo homepage is free of these annoying ads. Another one that is particularly good is Webmail Ad Blocker which also rids my Rogers Webmail of the advertisement on the right hand side of the page which cuts down on how much space I have to view my email. With Internet Explorer, it is much more difficult. Simple AdBlock is good, but you must pay for it. One thing I have done with IE9 is to add the Fanboy tracking protection list. While not as effective as the ad block extensions, it does work reasonably well.
The match.com ad referred to by the OP actually is an ad that appears on the Rogers Yahoo home page (if you use that). It is not a virus or a hijacked page. I just saw it after temporarily disabling my Ad Blocker. Rogers has stooped to new lows with ads like these.
Not sure how much responsibility Rogers has for the ads. You could be right Gdkitty, in that Yahoo controls the ads. The Web page still has the Rogers brand on it, so as such, they have to accept some responsibilty. In fact some of the most intrusive ads that appear on the Rogers portal are ads for Rogers! Glad I do not have to look at them any more!!