Currently at a manageable level, ad blocking has the potential to fatally undermine the business models of media owners that depend on advertising, as well as restricting advertisers’ ability to reach audiences online. To head off this threat, publishers, agencies and advertisers need to understand the diverse things that users do not like about digital advertising, fix them, and communicate this change of behaviour to audiences. The move from desktop to mobile, from banner to native and from web to apps provides advertisers and publishers with the opportunity to provide an acceptable advertising experience, ensuring that blocking of these new formats and properties never reaches the threatening levels currently on desktop.