I think some of this has to do with proliferation of ad-blocking software (I hardly know anyone anymore who doesn't run AdBlocker Plus or an analog thereof), bu

I think some of this has to do with proliferation of ad-blocking software (I hardly know anyone anymore who doesn't run AdBlocker Plus or an analog thereof), but perhaps even more to do with a more savvy audience. Ads were once an avoidable consequence of watching TV. When I visit my parents, I have noted they have entirely altered the way they watch TV so that they can skip any and all ads with DVR. I can't help but think that active avoidance of ads in other mediums like this would perhaps lead way to passively avoiding ads (ignoring their presence) on the web.