The IAB has also been encouraging advertising companies to deliver ads using encryption, which can help reduce the problems of malicious ads popping up on web pages that try to attack users' computers, known as malvertising.
There is a sense of urgency to the IAB's plan as people increasingly use mobile devices to browse the Web. PageFair and Adobe's report said that ad blocking tools aren't widely used yet on mobiles, but that could become more common.
Apple, for example, now allows the use of ad blocking software in iOS 9. Within days of the new OS's release, several ad-blocking tools were widely downloaded.
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