Advertising in digital format has spiraled out of control.Users resent this proliferation. Users are also concerned about the privacy issues. Ads in print and TV are not so unwelcome. Even if they are, people put up with them. People have have opted for ad blockers. But then how the online publishers could survive without the ads? And who decides which ads are to be blocked? When ads are blocked publishers will have to find alternative way to reach the people and monetise their inventory. There may be a return to affliate-links and revenue share models. There may be increase in native advertising. As more content on mobiles is seen on apps, ad blockers may not be effective. They are not effective on social net-works too. One valid reason for ad blocking is the use of personal data to customise ads. However, millennials have issues with the quantity of the ads. Some softwares block ads that violate the privacy.