Technology-wise, an arms race. We have been in this situation before with pop-up blockers: instead of recognizing that users do not want pop-up ads, the adver

Technology-wise, an arms race. We have been in this situation before with pop-up blockers: instead of recognizing that users do not want pop-up ads, the advertising industry worked hard to find ways to circumvent pop-up blocking. Nothing has changed since then, and in fact, ad blocking continues to be an arms race as advertisers find increasingly intrusive ways to display their ads.