Publishers only have themselves to blame for the ad-blocking apocalypse

Fortune

There’s been a lot of talk lately — and more than a little hand-wringing — about the rise of ad blocking. In part, that’s because a study came out recently that shows what appears to be a dramatic increase in the use of ad-blocking software. It might also have something to do with the news that the next version of Apple’s mobile Safari browser will be able to block ads automatically (except for Apple’s own ads, of course), which threatens to turn ad blocking into a mainstream activity.

For at least some players in the media industry, this looks like a cross between a Class 5 hurricane and a neutron bomb headed straight for their balance sheets. It’s not enough that they are struggling to make ends meet as print advertising continues its free fall into oblivion — now digital ads, which already provide orders of magnitude less revenue, are…

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