I don’t find it coincidental that around the time programmatic advertising became a norm for the advertising industry, adoption of ad blocking technologies started to spike. All that around 2011. From a point of view the online advertising industry is on a path of self-destruction. They’ll spook users too much that they’ll end up blocking ads altogether, regardless whether they’re targeted or not. It’s already happening and my guess is that it will continue on a steady pace. Once it reaches 50%, which I estimate will happen in the next two to three years, the online advertising industry will implode. At least every other week we read an article from a major venue that discusses the effects of ad blocking. The funny thing is that although they’re worrying their reaction till today is almost nonexistence. I’ve yet to witness a panel in a digital marketing conference where there is an honest discussion about the issue. They just don’t care, they only thing they care about is how to circumvent ad blocking technologies.