Is a truce possible in the ad-blocking war?

The online advertising world is a war zone – increasingly bandwidth-intensive, intrusive ads are countered by the exploding use of ad-blocking technology, which in turn is countered by increasingly aggressive anti-ad-blocking technology.
But amid what looks like an arms race, at least some in the industry are arguing that something close to a win-win is possible: A settlement that would lead to users being willing to tolerate – perhaps even look at – ads that are much less ann