Banner advertising has always been a low-cost/high volume endeavor. (Not counting a blissful period of time before the dot-com bubble burst.) But, as more users access the Web on mobile devices  — and, increasingly, through apps — that volume has decreased. (See this NYTimes piece for an excellent analysis of this.)

This has caused online advertisers to launch more and more invasive, aggressive advertising campaigns — video, pop-ups, interstitial ads, and ads that hijack your browser entirely.

And as ads become more of an intrusion, demand for ad-blocking software rises.

Which spurs even more aggressive advertising, and so on.

But, to Web publishers, the damage reaches even further than ad revenue. Tell me if the following story sounds familiar to you:

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