To say that advertising as the main business model of the internet is in a crisis would be an understatement. For a start, there is the fact that Google and Facebook between them suck up most of the revenue from digital advertising. They accounted for 99% of revenue growth in digital advertising in the US in 2016 and took 77% of all advertising spending in that same year. Then there is the growth of ad blockers whose use grew 30% also in 2016. Worse still, attempts to simply deny access to users with ad blockers until they whitelisted the site resulted in 74% of users simply leaving and not visiting that site. If that wasn’t bad enough, Google is joining the ad blocking fight by building ad blocking directly into its Chrome browser. To cap it all, Apple has introduced intelligent ad-tracking prevention into Safari that has resulted in the American Association of Advertising Agencies to publicly oppose the move.