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Electronic warfare has broken out between internet users and the $120bn online advertising industry.More than 140m people, or 5 per cent of the world's online population, are estimated to use software such as Adblock Edge and Adblock Plus to prevent advertising from appearing on web pages.On the other side are media groups including Google and Germany's RTL that depend on advertising. Andy Hart, head of Microsoft's advertising business in Europe, says that the consumer backlash against online advertising stems from "really interruptive" ad formats such as pop-ups.Other publishers are attempting to tackle ad blockers using technology.Recognizing this, some publishers are playing a cat-and-mouse game with the blocking community, attempting to sneak ads around blocking software using innovative technology.To do so, publishers are turning to the start-up community. Secret Media, a New York-based company founded last year, has started deploying a tool that allows publishers to send certain types of video advertising through blocking software without detection.Defeating blockers when it comes to video ads is one thing.
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