"For publishers, ad blockers are the elephant in the room: Everybody sees them, no one talks about them. The common understanding is that the first to speak up will be dead—it will acknowledge that the volume of ads actually delivered can in fact be 30% to 50% smaller than claimed—and invoiced. Publishers fear retaliation from media buying agencies—even though the ad community is quick to forget that it dug its own grave by flooding the web with intolerable amounts of promotional formats."-- Frédéric Filloux in an article on Quartz about the rise of ad blocking software, now aimed at mobile and at native advertising, particularly in Europe. According to the article, 300 million people worldwide have downloaded ad blocking software and about half have installed it.