I watched this happen over the last 2-3 decades. when click rates go down, advertisers always choose to make the ad more noticeable by making it more obnoxious

I watched this happen over the last 2-3 decades. when click rates go down, advertisers always choose to make the ad more noticeable by making it more obnoxious. at first it was a very small movement every few seconds. then two. then more movement more frequently until there were full games in the space of an ad. sounds and video came. interstitial ads came, and full page ads which covered what you were reading as you scrolled. so, ad blockers were developed. at first they blocked simple URL patterns and that was enough to completely block ads from those who serve them. advertisers caught on and changed how they serve ads. rapidly. adblockers had to advance to keep up. where does it end? it can't end, because one side or the other will win and there are enough people who don't want that outcome so they keep fighting for their own side. things that are bad often follow this pattern, it seems. if you are in an arms race of any kind you are either someone or something who wants money or authority more than anything else, or you are fighting against that force. both sides feel 100% justified in their actions. everyone nearby suffers.