Software to block Web ads including pop-ups, display ads and embedded video is readily available, but so far it has not been widely adopted by users. IAB's VP for public policy, Mike Zaneis, said, "we are nowhere near that doomsday scenario," in which ad-blocking makes it impossible for publishers to monetize their sites. For instance, the popular political blog Daily Kos uses technology to identify users with ad-blocking software and requests that they allow ads to appear or else pay a fee for the content.

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