With Technology, Avoiding Both Ads and the Blockers - The New York Times

More on Internet advertising evolution

"Advertisers themselves, however, are far less concerned about ad blocking than they are about other issues, like ad fraud and viewability. In part, that is because advertisers do not pay for ads that are blocked, several ad industry executives said. More than that, industry executives see the rise of ad blockers as a self-created beast, fed by longstanding pressure to cram data-heavy, annoying ads onto the page. But where publishers might be worried, the ad industry instead sees ad blockers as an impetus to make advertising simpler and more engaging.

“Advertisers and agencies have to raise their game,” said Ben Winkler, the chief digital officer at the agency OMD. “Not only will bad advertising be ignored, it may never be seen.”"

With Technology, Avoiding Both Ads and the Blockers - The New York Times