The threat of disappearing ad revenues from ad blocking continued to cause a lot of anxiety for publishers and advertisers this year, some doomsday researchers suggesting it could cost the industry between $16 billion and $35 billion by 2020.

At the very least, what the ad-blocking furor has succeeded in doing is make publishers, agencies and brands all scrutinize the quality and quantity of ads.

Here’s a look back at some of the key turning points in ad blocking this year.

No one knows what to do about mobile

Levels of ad blocking on mobile remain low, publishers like Trinity Mirror and City AM cite mobile ad-blocked inventory as low as 2 percent. Deloitte Global predicted 0.3 percent of all mobile devices will use an ad blocker by the end of 2016, estimated to put less than $100 million (0.1 percent) of the $70 billion mobile advertising market at risk.

It will grow, but it’s unlikely to ever be as big a threat as on desktop. In general, some of the mistakes about overloading desktops with ads has been heeded, and the experience isn’t as bad. “There’s a move away from customers asking for interstitials,” said Paul Thompson, vp of EMEA at mobile ad platform Blis. Equally, a lot of mobile browsing happens in app, so not at risk from ad blockers.

Even so, faced with uncertainty, publishers are getting worried about the added threats to squeezed margins. “Publishers should take a look at ads running, load time, the overall consumer experience of Web and apps,” said Thompson. “It’s a grown-up conversation; it’s not the end of advertising.”

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