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Ad blockers get ad-group exec's blood boiling (Q&A)
The Interactive Advertising Bureau doesn't like how tens of millions of people use ad-blocking software. IAB's general counsel has a counterattack: block the blockers.

Mike Zaneis says he's generally a relaxed guy.

But when the subject of online ad-blocking technology comes up, calmness vanishes from the voice of the Interactive Advertising Bureau's general counsel and executive vice president for public policy.

"Ad blocking to me is so fundamentally wrong, it just boils my blood," he seethed in an interview, predicting a coming showdown in which publishers start blocking people who block ads.

Of course, plenty of consumers loathe online advertising, which can inflict flashing gaudiness and subject people to behavioral targeting. That's why Adblock Plus, AdBlock, and other browser add-ons exist to strip ads off Web pages and, increasingly, mobile apps. It's also why Adblock Plus' acceptable ads manifesto is getting attention. Adblock Plus developer Eyeo encourages a relatively unobtrusive style of ads that it doesn't block -- but publishers must apply to get on its whitelist, and big ones such as Google also have to pay.

Zaneis called the approach a "ransom note." Ad blockers are a mortal enemy for the IAB, which represents more than 600 companies that are responsible for showing 86 percent of ads in the US.

He might speak grandly of the threat to the advertising-supported businesses, but he's not wrong about ads fueling the Internet. eMarketer forecasts worldwide digital ad spending to grow 14.8 percent to $137.5 billion in 2014. Ads have generated fortunes for Facebook and Google, and Apple is trying to follow suit with mobile ads. How many people would use Facebook social networking or Google search if, like a Sunday New York Times subscription, it cost $4.30 per week? Probably not 1.23 billion people.

Zaneis talked to CNET's Stephen Shankland on Thursday. (Disclosure: CBS Interactive, publisher of CNET, is a general member of IAB.) The following is an edited transcript of the conversation.

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