They are still in the denial and fight-back stages. He says: "The study should also confirm that people who are ideologically opposed to advertising are a minority compared to the ones who have installed an ad blocker simply because digital promotions and tracking have become unbearable".

This shows that they still don't see the big picture - that it's not just in digital media that ads have completely crossed the line, it's everywhere, from TV, radio and print, to billboards, jumbo-trons and corporate names on structures and landmarks. They are still clinging to the idea that they can go back to good times if they just reform some of their practices.

This is the end result of one group (publishers) relying on a revenue stream (advertisers) that destroys their own service and credibility. They still don't understand this.