But even if the top end of the ad-blocking usage curve is 50%, that’s still too many consumers not being monetized. Looking at the ad - free movement happening in music and television it seems that the internet is going the same way , the want for an ad - free viewing experience could see users pay more and more to ensure that no ads are served . If the digital media industry can not come up with an effective way to fight ad - blockers it could result in smaller sites going out of busines and larger sites introducing pay models . However , ad - blockers could end up being the gate ##keepers of ads , whitelisting certain advertisers and ad networks .
Looking at the ad - free movement happening in music and television it seems that the internet is going the same way , the want for an ad - free viewing experience could see users pay more and more to ensure that no ads are served . If the digital media industry can not come up with an effective way to fight ad - blockers it could result in smaller sites going out of busines and larger sites introducing pay models . However , ad - blockers could end up being the gate ##keepers of ads , whitelisting certain advertisers and ad networks .