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Electronic warfare has broken out between internet users and the $120bn online advertising industry.

1. According to the article, by what amount did the number of people using ad blocking software increase last year?
2. Do you agree with Mr. Zaneis, general counsel at the Interactive Advertising Bureau, that the free internet that consumers demand cannot coexist with the continued proliferation of ad blockers? Why or why not?
3. What is Secret Media? Do you see it helping or hurting revenue from ads? Discuss.

Cookson, R. (2015). Publishers and adblockers are in a battle for online advertising. Financial, March 29 (Retrievable online at