The article discusses the significant impact of dark traffic on publishers, revealing that it can account for 14-21% of their total revenue loss. Dark traffic refers to the audience that is not captured or measured due to the use of advanced adblocking software, which has evolved beyond traditional adblockers. While adblocking was once viewed as a major crisis for publishers, it has since become a less pressing issue, overshadowed by other challenges like signal loss and traffic loss. However, the emergence of brutal adblockers has created a new layer of complexity, as these tools prevent publishers from accessing valuable audience data and monetization opportunities. The article highlights that the majority of adblocking users are invisible to publishers, as they do not appear in standard analytics tools. This hidden audience consists of regular consumers with disposable income who are using sophisticated adblocking software that not only blocks ads but also analytics and other essential publisher tools. The rise of these brutal adblockers has led to a significant shift in the adblocking landscape, with traditional players like AdBlock and Adblock Plus losing market share to a variety of new providers offering more aggressive adblocking solutions. Publishers are encouraged to rethink their approach to adblocking and consider building direct relationships with users of brutal adblocking software. The article suggests that instead of relying on traditional monetization methods like micropayments or subscriptions, publishers should explore resilient ad delivery methods that can reach this audience without being blocked. It emphasizes that users of brutal adblockers are not necessarily opposed to ads; rather, they are open to seeing non-intrusive ads if presented in a user-friendly manner. In conclusion, the article calls for publishers to adapt to the changing landscape of adblocking by understanding their audience better and finding innovative ways to monetize dark traffic. By doing so, they can reclaim lost revenue and foster a more sustainable advertising ecosystem.