Taking the contrarian view, Adam Broitman, managing partner, MEC, San Francisco, says ad blocking technology will force publishers to clean up their sites, speed ad delivery and enhance the ad
experience for readers. Writing on Ad Age, Broitman argues: "Partnering with premium content providers that require ad blockers to be turned off in order to enjoy the full experience can be seen as a
blessing for advertisers, as it weeds out the "passersby" and ensures the presence of a highly engaged audience -- an audience that has shown their true appreciation for the content they are looking
at as opposed to the type of content that lures you in for a single page view."
Read the whole story at Advertising Age »