The Internet crisis du jour concerns ad-blocking technologies. Although these tools have been available for years, their popularity has now reached a level to make them controversial, a situation that was magnified when Apple recently announced that for the first time it would allow ad blockers into the App Store.

What is it that makes a technology that suppresses ads on websites controversial? For its users, ad-blocking technology is a bulwark against a flood of annoying, privacy-invading ads. For some people, though, the widespread adoption of ad blockers sounds the death knell of the Web as we know it. That’s because making ads invisible will destroy the Web’s economic underpinnings. It’s a scenario that some people call the Adpocalypse.

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