Users are the ones in control of the experience of the internet! And that’s how it should be.
The latest estimate for the amount of people who block internet ads in some fashion is over 600 million. This number has grown significantly over recent years and has the potential to grow further. Unfortunately, almost all creativity on the web is funded by ads, and this is no longer sustainable. This scenario leaves us with the question of how we can commit to a sustainable web beyond ad revenue. To find an answer we explore how and why online ads got so annoying, why it has transformed into a boom rather than a bogeyman and how together we can commit to reverting ad dependency and work towards a healthier web while keeping users in control of their experience.