Troy Hunt wrote about his experience with self-hosted ads a while ago [1]. Basically, he added a as-non-intrusive-as-possible "banner" (if you can even call it that) at the top of the content. Ad blockers blocked it. He changed the markup to avoid being caught by a false positive. Ad blockers (Adblock Plus with EasyList in this case) blocked it again.

I made similar experiences in the past, to the point where our API broke because we had the audacity to call one of our API endpoints "metric" (for a metrics service), which got caught by one of the over-zealous regexes of EasyList.

[1]: https://www.troyhunt.com/ad-blockers-are-part-of-the-problem...