People want free content. Publishers want to pay their bills. Editors want to reach audiences. Brands want to reach customers. But people don’t want to see ads – and adblockers are seriously disrupting what may have been an imperfect but tolerable financial model for many publishers and audiences. So: how are media outlets dealing with different consumer tactics for avoiding ads, and grappling with the question of whether to abandon the web in favour of apps and other platforms? And how are advertisers and technology platforms trying to outsmart their publics?