Do you think this will collapse if adblock becomes 90% ubiquitous?

Well, the sites that currently fund operations through ads would have to fund them some other way, right? I think many of them would transition to other business models, scale back, or go away completely. I think you'd also see a sharp rise in types of sponsorships that look less like traditional ads and aren't as blockable, like when The Onion has funny original content about cooking at home brought to you by Blue Apron.