As internet users, we are exposed to an ever-increasing number and density of advertisements every day. Out of preservation for our sanity, each of us has developed a type of natural defense, termed “ad blindness.” Basically, we disregard most ads that creep into our line of sight.

Or we actively block them. In 2017, publishers in the UK estimated ad blocking software cost them nearly £3 billion annually.

At the same time, the internet advertising industry is posting record numbers, with revenues in 2017 eclipsing the prior year by 21.4 percent for a total of $88 billion. As tolerance for ads declines, publishers migrate to platforms that provide greater and more direct engagement with users but also take a larger slice of ad profits.

Accordingly, publishers are forced to optimize — for mobile and other trends — on the whims of these tech overlords, or risk even lower returns. They’re constantly jumping through hoops but have little to show for it.

By far the greatest impetus for these shifting trends is the ad blocker, which may continue to disrupt the natural order of the industry — that is, until blockchain innovations finally begin to appear. PageFair reported last year that 11 percent of the global population of internet users is blocking ads. Read more from…

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