We are three clicks away from an “oh shit” moment for the web.

I’ve seen numbers from industry participants stating that ad blocking is growing at 43% per year.

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What other content mediums exist where users can skip ads? TV.

I did some easy digging to find out how many people skip ads on television. I found some research which states viewers of Mad Men skipped 73% of ads where as 66% were skipped during The Walking Dead.
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If we look at how tv ads sell, they take ad skipping into account in the sale price. Ads are bought and sold on the audience levels for the commercials, not the programs. The measurement takes into account live viewership and viewership up to three days after initial broadcast (although some ad deals are up to seven days after broadcast).
https://medium.com/@dherman76/we-are-three-clicks-away-from-an-oh-shit-moment-for-the-web-63567c2b8e5e