Tony D’Anna says, “Recently, Facebook announced that it had found a way to circumvent ad blockers. About 48 hours later, Adblock Plus announced it had circumvented the circumvention.

That back and forth was only the latest in the ad-blocking arms race, an ever-escalating conflict involving billions of dollars in ad revenue.

The latest salvo in this arms race came when Adblock Plus announced that it’s now serving ads in addition to blocking them, which is at the very least monumentally confusing and something publishers fear most.

Think about it: In the past, a publisher could strike a deal with an advertiser and the ads would appear to the publisher’s audience on its website. Now, in order to serve ads on their own websites without getting blocked, publishers are supposed to go through this “acceptable ads” program. Publishers are understandably feeling extorted”.

In the Ad-Blocking Arms Race, Relationships are the Most Valuable Currency

Entrepreneur

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