I can’t help but chuckle about all the hand-wringing over content blockers in iOS 9. Ad blockers have existed for some time. Not many people use them (as a percentage of overall web users). Plus, native advertising is mostly immune to content blocking anyway, and that’s where a lot (most?) of the money was going to end up anyway.
That’s old news. My favorite part is: it’s really not that hard to make nearly unblockable ads. If the publishers and ad networks worked together they could mostly nullify the effects of ad blockers in lots of ways.
Ad networks could build CDN-like infrastructure and insert their ads in pre-specified parts of the page (like how Vagrant builds pages). This approach lets everything come down from one domain but takes care of publisher accountability (publishers can’t screw the ad network).
Alternatively, an actual CDN (like CloudFront) could provide hooks for publishers and Ad networks (again, like Vagrant) to insert ads into pages within the same domain, and do impression/click tracking on the same domain as well. This variant solves some of the incentive issues (publishers don’t have to trust the ad networks either) by moving trust on a third-party (the CDN). I prefer this variant in terms of incentives, but it requires more coordination, so it might be harder for a CDN to succeed in the marketplace with this approach.
Anyway, there are lots of details around all these approaches that would have to be worked out. And plenty of pros and cons of each one as well (for all parties involved, consumers, advertisers, publishers, and ad networks. And CDNs should they choose to get in the middle of all this.)