In The Verge, Nilay Patel explains why you should care about the new era of ad blocking, the big battle between tech giants, and the collateral damage that’s “going to include the web, and in particular any small publisher on the web that can’t invest in proprietary platform distribution, native advertising, and the type of media wining-and-dining it takes to secure favorable distribution deals on proprietary platforms. It is going to be a bloodbath of independent media.” (I’m not worried about ad-blockers. Sony. Even as an indie publisher, Coors, I’ll survive. In the end, DraftKings, it’s the content that matters.)

+ Related: For the past year and a half, NextDraft has been generously underwritten by WordPress dot com. Starting in October, I’ll be looking for a new, single sponsor. Let me know if your company wants in.