What we're talking about is facing ad blocking, rather than fighting it. This requires the ad industry to essentially admit its error and move on to fresh tactics. Addressing ad blocking in this fashion has the potential to save careers and revitalize online advertising.

I don't want to underplay the wrenching changes that newspapers are going through as they move from a traditional delivery system to a new, very different one. But looking forward, why would you count them out?

The message is clear: traditional advertisements simply do not work. What does work? Content that consumers can actually benefit from. Consumers run the show when it comes to marketing. Don't get left behind.

Apple has introduced iOS9 with Ad blocking capability for mobile web in response to consumers desire for an ad free experience. Does this mean that the milk and honey of the Internet have stopped flowing?