All the different actors (publishers, advertisers, media planners etc.) will have to define new best practices concerning advertising formats and tracking systems. Paying models allowing to access paid content without ads gain popularity. This is the choice of Salt Lake Tribune, a small newspaper located in the Utah. The free British popular newspaper City AM took a drastic measure. The internet users who use adblockers have their access denied unless they disable ad blocking.
Axel Spinger, the publisher of the most powerful tabloid of Europe Bild chose the paying option. In order to read the newspaper, a monthly subscription is required.