Desperate times call for desperate measures. In attempts to fight back against the growing adoption of ad-blockers, many publishers and ad-dependent websites adopt all kinds of techniques from introducing "light" paywalls to limiting access to the site to fully blocking ad-blocker users from accessing the content altogether.
It seems a bit ironic that a website would send away potential customers that are taking measures to actually access the site faster, and read the content published on the site without annoying distractions. Don’t get me wrong: publishers need to earn money, and in most cases advertising is still the most efficient way of doing this. We know it better than anybody: with our smart tech-savvy audience, the ad-blocker usage has grown from 12% in 2012 to 55% today (as of March 2016). That’s a huge growth, and it’s a tendency that hurts us massively.