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Another Perspective: Ad Blocking is an ‘Existential’ Threat (source: Digiday interview with Forbes Chief Revenue Office)

For Forbes Media CRO ad blocking is more than a nuisance. It is an “industry-wide issue” that represents an “existential threat” to publishers — and calls for drastic action. “We as an industry have to get our heads around the advertising experience and concerns over privacy that have led the early-adopters to deploy ad blockers.”

But just cutting back on intrusive ads isn’t possible. He added, “We know that in order to connect to that audience we need to create unique experiences.”