The online industry is struggling to strike a balance between ad revenue and user experience. In reaction to "heavy" and aggressive ads many users began using ad blocking. Despite conflicting interests, eventually publishers, readers and ad-tech share a common goal of accessible and entertaining content online. With that common interest in-mind I published an editorial piece in MediaPost on what publisher and ad-tech companies should do to keep online video ads without deteriorating user experience: With the threat of ad blocking looming ominously over both publishers and ad-tech companies, it would be an easy way out to pin the blame on Flash or rich media — the very tools whose ad revenues have long allowed publishers to thrive. Although this easy scapegoat exists, the ad-tech industry seems to understand that the real key to maintain the advertising monetization model is improving the user experience -- doing something along the lines of the new L.E.A.N. approach by th...