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ManiGandham dmarti I think 2nd is more likely than 1st as relationship between publishers and readers becomes increasingly adversarial.
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ManiGandham dmarti current ads make publishers look untrustworthy and published threat to sue ad blockers creates bad dynamic.
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ManiGandham dmarti the model will alter radically or the industry is one subpoena of ad tech away from total breakdown of trust.