Chartbeat CEO Tony Haile sees the current plight of banner advertising in literally apocalyptic terms. This type of advertising is under assault by what he describes as the four horseman of the apocalypse.
There’s Famine: viewability, where sometimes half of a site’s inventory can be unusable because it never gets seen. Pestilence: fraud and sites charging for ads that were never displayed. War: the battle between mobile and desktop. And Death: the rise of ad blocking.