User blog comment:Brandon Rhea/Making Ads Better: The Basics/@comment-31811098-20170118082522/@comment-954127-20170118084621

I'm pretty sure that most people online use a ad-blocker. Wikia I assume knows that. In 2017 there are three ways to address it, Block ad-blockers (which has been shown on websites that have tried that in the past few years to fail in all cases), ignore the issue and take ad losses, or make concessions with audience trusting they will whitelist the website as a result. The best of the three is the last one. But "concessions" is a hard thing to do and trusting Wikia editors will whitelist them is the other.

So far it has been said time and time again that Video ads are why folks are ad-blocking the site, and so far there seems to be no understanding of that. The masses don't like video ads.