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People are declaring war on pop-ups, commercials and advertising by installing ad-blocking software to keep commercials at bay as they browse the web.

But internet ads are not going down without a fight.

In a game of cat and mouse, news sites and other online publishers are blocking the ad-blockers in ways large, small, and nearly always passive-aggressive.

Thanks to software that can detect whether a site visitor is using a blocker, websites can now direct messages at these readers, jam ads through to them anyway or even withhold stories. Uneasy publishers are increasingly turning to startups that give them the ability to detect and pierce through ad blockers, such as Sourcepoint and Pagefair.

Read The Whole Article on Mashable Here