The Interactive Advertising Bureau develops LEAN principles in an attempt to neutralize ad blocking; also see Ad networks promise to do something about the awful adverts you're all blocking, like, real soon (The Register)
"The rise of ad blocking poses a threat to the internet and could potentially drive users to an enclosed platform world dominated by a few companies. We have let the fine equilibrium of content, commerce, and technology get out of balance in the open web. We had, and still do have, a responsibility to educate the business side, and in some cases to push back. We lost sight of our social and ethical responsibility to provide a safe, usable experience for anyone and everyone wanting to consume the content of their choice.Getting LEAN with Digital Ad UX | IAB
We need to bring that back into alignment, starting right now.
Today, the IAB Tech Lab is launching the L.E.A.N. Ads program. Supported by the Executive Committee of the IAB Tech Lab Board, IABs around the world, and hundreds of member companies, L.E.A.N. stands for Light, Encrypted, Ad choice supported, Non-invasive ads. These are principles that will help guide the next phases of advertising technical standards for the global digital advertising supply chain."