Advertising’s Golden Rule

John Gruber on ad blocking being introduced into iOS 9:

I run a business almost entirely based on advertising. I am, thus, naturally disinclined to support ad-blocking. But from the outset, I’ve followed the advertising version of the golden rule: Present ads to readers (and podcast listeners) that you yourself would not be annoyed by. Advertisers and publishers who present user-hostile ads should not be surprised when the users fight back.

Unfortunately, it seems like a lot of ad tech is built to be user-hostile from the ground up. It’s not sustainable.