This article is missing an important point: "Another big problem with banner ads in the past was that they weren’t targeted at all until relatively recently."

This article is missing an important point: "Another big problem with banner ads in the past was that they weren’t targeted at all until relatively recently." I use adblockers BECAUSE you are targeting me. In order to target me, you need to track me as good as you can and you need to get as much information about me as possible. That is my only reason why I use adblock and disable all kind of social sharing buttons as well. I'm totally fine with ads that fit the content of the website. There are a couple of forums I've whitelisted that use simple images as ads. No javascript, just a plain image and a link that matches the content of the forum.