Fortune:

Ad-blocking software is estimated to cost websites nearly $22 billion in ad revenue this year.

Software that blocks digital ads will cost online publishers nearly $22 billion in advertising revenue this year, according to a new study.

That figure comes by way of a new study from Adobe Systems Page Fair, an Irish startup that caters to websites and advertisers looking to avoid those so-called “ad-blocking” practices.

As a content creator, this is a disturbing statistic (and one I take with a truckload of salt because of the inherent bias in the study’s creator) but it’s a problem brought on by the industry itself. If ads hadn’t gotten so intrusive and obnoxious, perhaps their intended recipients wouldn’t be working so hard to avoid them. And it’s only going to get worse for both sides.