Does the ad industry need a global response to the rise of ad blocking?

The WFA’s move comes after new research by PageFair found that 419 million people worldwide are now blocking ads on mobile, with a further 198 million using the technology on desktop. And WFA CEO Stephan Loerke says the numbers prove the industry needs to “address what consumers are telling us”.
“Ad blocking reflects the unease of consumers with respect to the delivery of [digital] ads. Brand owners need to take a very clear stance. In the long term is it not sustainable