So. Facebook’s Q3 earnings call showed that there self-declared Jihad on ad blockers seemed to be working and the social network unlocked a huge amount of ad revenue in the process.

But Facebook’s ability to thwart ad blocking is, of course, seen by other media companies who want to follow suit. And no wonder — it has been estimated that total global losses through ad blockers will, in 2016, amount to some $22 billion with an increase to potentially over $40 billion worth of potential ad revenue blocked next year. Ad blocking threatens the business models of digital publishers.

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