[austenallred]

Generally ads pay up to an order of magnitude more if there is some level of tracking and targeting available, and that's what most ad blockers target. Paying a bunch of money to show ads to who-knows-who who-knows-how-many-times isn't very valuable. Paying money to show ads to owners of Shitzus that make over $100,000/year is worth $12/click.

I'm pretty certain that as ad blockers grow there will be a lot more work-around (doing the work on the backend and serving up static HTML or a lot more native ads), but ad blockers aren't quite to the level that it's worth it to make those changes.

[mgalka]

Is there that much of a difference? Publishers should have a pretty good breakdown of their visitors demographic distribution.

[austenallred]

It depends on the publication. If you're ESPN you have a pretty good idea (which, by the way, makes the publication as a whole more valuable)

If you're Yahoo, however, it's pretty much a toss up.