Ad blocking will push native advertising ahead this year, according to Justin CEO of native ad platform Nativo, in an interview with eMarketer's Lauren Fisher. But native isn't a permanent solution to ad-blocking--any advertising that offers a poor experience is just bad advertising.

That's the question Engadget asks in this piece and whether the sky is actually falling because of it. The article says some publishers are circumventing ad blockers with new ways to insert ads that can't be blocked. Other publishers are taking the more extreme tactic of blocking users who have installed ad blockers. Meanwhile, some very large advertisers are simply paying ad blockers like Eyeo for access.  So what is the ad blocker story really about? Apple's decision to embrace ad blockers can be perceived as attempting to create a better user experience, especially on mobile. …

Facebook is boasting that it racked up a $1 billion annual run rate on its mobile-focused Facebook Audience Network (FAN) during Q4 with most of the money going to publishers. Run rates extrapolate current results over a period of time to predict financial returns. So, FAN, which enables advertisers to buy data-targeted ads across various apps, had at least $250 million run through its system in the fourth quarter of 2015, according to a report in Adweek. If the trend continues in 2016, FAN could see a $1 billion run rate. Determining the rate of growth is sketchy …

Warner Brothers is diving deeper into programmatic video and is using Tremor Video’s supply-side platform to create brand controls around specific properties and to help monetize more mobile video inventory. The move to work with an SSP, underscores Warner Brothers CEO Kevin Tsujihara’s prediction during parent Time Warner’s Q1 earnings call that, in digital, programmatic “could lead to millions of dollars of savings through efficiencies on the digital marketing side,” according to the AdExchanger report. Warner already has a lot of online video content across its portfolio, including movie review site Rotten Tomatoes, celeb gossip show and publication TMZ and …

Facebook is exiting the ad-serving business. That business is LiveRail, the video ad server, SSP and publisher monetization platform it acquired in 2014 a year after buying Atlas from Microsoft. The announcement was made via a blog postto developers. Facebook claims the pull-out will enable it to focus on more profitable lines of business including its data-rich Facebook Audience Network (FAN). FAN logged $1 billion in ad spending in Q4. The sunset of LiveRail will reportedly affect less than 100 customers who will be transitioned to  “alternative” ad servers or other publisher offerings from Facebook.

Yahoo has taken a beating lately and now there's another issue: It's sinking ad business including difficulties with programmatic media. CNBC reports that Yahoo's ad business, which brought in $1.15 billion in Q2 2015 is riddled with ad fraud. Sources told CNBC that several media companies and media advisory firms with direct dealings with Yahoo's ad business said the company's programmatic video ad platform generates mostly fraudulent ad traffic, and doesn't operates as promised. That platform is mostly powered by BrightRoll, which was acquired by Yahoo in November 2014. "One company that used Yahoo's programmatic video ad platform said it …

Lewis DVorkin, writing in Forbes, explores the ad blocking game, saying that "Publishers and ad blocking companies (Germany’s Eyeo is one of the biggest with AdBlock Plus) are engaged in a cat-and-mouse game. Ad blockers work by blocking a list of known urls/domains associated with companies that serve ads (industry leader DoubleClick.net, a Google subsidiary, is among them) to sites like Forbes.com. Some ad blockers will approve, or white list, a publisher’s ads if they’re deemed acceptable — but only for a fee. To some, this screams extortion."

AudienceXpress, a TV planning and buying platform that Comcast acquired last summer via its purchase of parent Visible World, is opening up new programmatic TV tools to several agencies, including Horizon and US International, according to a report in AdExchanger. These tools include a self-serve platform and direct APIs, AudienceXpress’ first major product launch since the Comcast acquisition. The beta will last through the first quarter, and will be released generally in Q2.

WPP's media buying unit GroupM struck a deal with Fullscreen to help the ad firm's clients work with key social media influencers, especially YouTube creators, according to a Wall Street Journal report Tuesday. Part of the deal called “Playa,” will offer GroupM and WPP clients exclusive access to content produced by Fullscreen talent, and Fullscreen will provide the agencies with exclusive access to the company’s proprietary data and analytics tools, the companies said. This comes as millennials and consumers under 18 are consuming more user-generated content than ever from YouTube stars and other social media celebs. GroupM has worked with …

AdExchanger reports that video buyers see a future where they can bundle new-wave TV ad inventory – including VOD and connected TV – with linear television buys but the "CTV" impression pool is still too shallow for many agencies and brands to bother. David Campanelli, SVP and director of national broadcast at Horizon Media, says: “We’re not going to scrape for impressions on some new 5 million-subscriber video startup,". He offered a caveat: "But as Nielsen starts to measure over-the-top (OTT), our linear buy will partially be VOD, digital and connected TV.”