The publishing industry finds itself inside the perfect commercial storm. Not only have consumers almost completely abandoned their desire to pay for content, they are now waging war on the advertising partnerships that enable publishers to distribute content for free.
With nearly 60 percent of all Internet users between the ages of 18 and 34 employing ad blocking technology on their desktop and mobile devices, it is estimated that the publishing industry can expect to lose some $41.4 billion in digital advertising revenues in 2016.
And it’s not just publishers that are suffering. Thanks to ad blockers, marketers who rely on online advertising to drive brand awareness and demand for their products and services now have a much smaller audience for generating sales and new business leads.