And happier users, too. Finally, some online publishers are getting the message. When you remove the click bait and reduce the density of advertising on your pages, your ad revenue can actually rise. This is because users spend more time on such sites while avoiding the ones that devolve the user experience in exchange for a few extra ad impressions. The Wall Street Journal suggests that ad blocking technology arose largely as a result of debilitating ad proliferation. Publishers must solve this problem. And it looks like the tide may be turning. Quality, not quantity, will make the future of digital advertising thrive.