Block ads

Ad-blocking software has been around for a while, but you’d be forgiven for not having heard much about it before the media industry’s collective freak-out over the past year. That’s because ad-blocking has hit a kind of tipping point, as more consumers are finding out about and downloading these apps, the ad industry has been publicly wringing its hands about what to do about them.

At Borrell Associates’ Local Online Advertising Conference today in New York, IAB president and CEO Randall Rothenberg gave an overview of the threat posed by ad-blockers to local media companies, as well as some prescriptions about how these technologies can be combated.

“Ad blocking represents the new normal in the media industry,” said Rothenberg, And if present trends continue, ad-blocking could soon “surpass 50% on most sites.” He suggested that the proliferation of ad blocking is a result of an imbalance in power that has developed over time in the online media industry

“Over the 20-plus year

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Source: Street Fight