Research has shown that the problem is becoming an epidemic, with publishers losing an average of over 20% ad revenue due to ad blocking software. Tech and Gaming websites, along with other sites with a more tech savvy audience, are hit the hardest, with block rates sometimes over 50%.

With the current online advertising model, ad blocking will force publishers to take drastic measures that we as users do not want. We can shut down the ads, but the content will still have to be funded. We as users will still have to pay to view that content. Only in the future, instead of paying passively (by viewing ads), we will pay actively, being forced to deal with things like paywalls, freemium models, and subscriptions.

You can view our brand new report on adblocking here- http://blog.pagefair.com/2013/the-rise-of-adblocking/