Much has been written about the phenomenon of "ad-blindness" - where visitors to a web page are oblivious the advertising messages on the page.
It seems that our sub-conscious minds are now training themselves to screen out annoying interruption marketing. My teenage sons are evidence of this. They tell me that they never even look at a right hand side panel on a website, because "that's were the adverts are".
So, with the online advertising industry facing this human behavioural challenge, will it be able to survive the increasing technological challenge too?
The technological challenge is coming from the increasing efficiency of software which can automatically detect and block adverts on any web page. I have been trying out AdThwart, which installs easily as a Chrome or Firefox browser extension. It works, and I now browse the Internet and never see any adverts. You wouldn't believe how much this improves the experience.
However, if the twin challenges I refer to here do result in a drying-up of advertising revenue, we might all need to get used to paying for useful online content, rather than consuming it for free.