An insightful quote by Peter Imburg, founder and CEO of Elfster, a small social networking site for gift-giving, on the growing ad blocking phenomenon, in Ad Blocking – Unlike Fraud – Comes At The User’s Behest 

For many people, advertising is like a fly buzzing around in their face while they’re trying to do something.  Ad blocking might be akin to killing that fly with a sledgehammer, but it’s also “a wake-up call”

Imburg continued,

We need to try and solve the things that are annoying to our audience, whether it’s seeing too many ads or messages that make the page load too slowly or ads that take over the page. We need to solve those problems so ads become a feature of sites in the long tail – and not just an annoying way to generate revenue

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Thanks to Apple and its moves, the new ad tech battles have just started and the ad ecosystem will change forever.  Can you predict the winners and losers in the next two years?