Former Red Bull marketing chief Huib van Bockel has added his two cents to the ad-blocking convo. He wants the ad industry to stop the war: "Stop trying to penetrate the wall people are clearly putting up. That starts with changing our behavior. The key in this social era is not to be ON social media, the key is to BE social. We should change the very first question we ask ourselves in the boardroom. ...Instead of asking: how can we make sure ‘consumers’ will like us, how can we make them buy us? How can we target them? We should turn this around. We should ask ourselves: what can we do for the people that are important to us?" Van Bockel has it right: How can marketers be more useful, essential and beneficial to consumers? How can they contribute to quality of life? Interruptive ad formats that aren't contextually relevant suck.