PageFair, a company that tries to help publishers show minimally intrusive ads that ad-blockers won't block, believes 198 million people actively use ad blockers. Online ads support many free websites, but they can be intrusive, annoying and even sometimes be used to launch malware attacks on people's computers. That's why one online ad executive called the developer's approach a " ransom note."
It advocates non-pesky ads, and Adblock Plus users can set the browser extension not to block these "acceptable ads." But big publishers including Google that want Eyeo to sidestep this ad-blocking must pay Eyeo.
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