The advertising industry needs to learn humility
The advertising industry have just realised they've got a problem. They think it's ad blocking.
They're wrong, they have two problems and neither of them is ad blocking.
The chronic problem is that nobody outside the industry likes them because a significant number of their members are just so damn annoying. That's the pop-up, pop-under, animated, video, sound-playing membership. If they insist on poking their fingers into the public's eyeballs and ear drums the public are going to be annoyed. Ad blocking is the public's response. If the industry had dealt with this rogue element there would be no ad blockers. Up to now although it's been a chronic problem for the industry probably not been too serious as ad blocking had been a minority sport.
The acute problem is malvertising. This is moving ad blocking from nuisance prevention to being a normal part of any PC security setup alongside AV. The likelihood is that it will become a standard part of browser and/or OS builds. At that point the industry will be moribund.
If the industry wishes to survive it needs to deal with the problem at source and do so quickly. They need to look at their entire chain of brokering and serving ads so that only clean ads are served up on the net. And now that the wider web-public realises that blocking is not only a security resource but actually makes web use more pleasant cleanliness will need to include not only absence of malware but also all those other features that make advertisers unpopular. I'd guess that Google not only has the wit to see the need for this but also the resources to do it on their own. Of course this would just squeeze out a lot of other players but the security aspect would help justify this to regulators and indeed would go a long way to helping them to defend against general accusations of monopoly abuse.
In other words, I suspect that if the rest of the industry doesn't get off its high horse with accusations of stealing and the like they're going to find Google walking away with pretty well all their business. Either that or there won't be a business at all because ad blocking will be universal. What's more, because it's an acute problem, they don't have much time to do it.
Right now they need to stop thinking that they have some God-given right to our attention which the evil ad blockers are interfering with and start asking themselves what they need to do earn our willingness to grant them admittance. They need to learn humility. And respect.