So what was the main proposed solution discussed on the Boulevard de la Croisette?
There were some signs that industry leaders are starting to consider the other factors that will be essential to overcome the ad-blocking challenge, including the creation of a more transparent value exchange between consumers and digital publishers.
But one panelist, New York Times CEO Mark Thompson, brought a progressive element to the discussion by focusing on user education.
Citing a tactic his own company had employed for doing so — using direct messages to inform users The New York Times is funded by ads — he shared that the test had inspired 40 percent of users to allow ads.
Meanwhile, Thompson said the publisher would also offer users an alternative, unveiling the company s plans to implement a higher subscription tier that would give users an ad-free experience.
By shifting attention onto the importance of strengthening audience relationships through open communication and exploring new options, Thompson has set the ball rolling.