The last number I saw was 30% which seems pretty significant already. This is not some fringe group of technically competent developers. Adblockers are accessible to anyone who can install a browser extension on desktop, or install an app (content blocker) from the App Store on iOS, where Apple has features built into the OS specifically for enabling ad blocking.

https://www.statista.com/statistics/804008/ad-blocking-reach...

The more likely scenario is that browsers effectively ban or restrict ad blocker extensions. Apple already refuses to support browser extensions on their mobile OS, and Google does not allow extensions on Chrome mobile, and we already know mobile accounts for a significant portion of web traffic.

> Apple already refuses to support browser extensions on their mobile OS

My iOS Wipr extension begs to differ.

This is one of those things that won't die like iOS can't copy&paste. Yes, both things were true for a painfully long time. They are no longer true now, so continuing to saying use these as examples is just moronic at this time.

The last time I looked at Wipr it still wouldn't let me block an individual element or set up my own filter. And what I'm calling a browser extension must be quite different from Apple's recent definition.

> Apple already refuses to support browser extensions on their mobile OS

It's going to be interesting to see how Apple deals with this now that the EU is forcing them to allow users to install apps from alternate sources.

you make this comment like the comment you are replying to is true. it's not, and just makes your comment even more ridiculous

I currently have 17 extensions installed on my iPhone for Safari. There’s some overlap, but not total overlap with the 7 content (read: ad) blockers I have installed too.

The nature of advertising will become more "native" and will make it harder to separate ads from the content. We are already on our way.

Real businesses will be mostly unaffected. People will still need to buy airline tickets, insurance, widgets, etc online.

If facebook collapses nothing of value will have been lost. If google isn't able to stay afloat without ads despite billions in R&D funding then they were never meant to be. Life would go on.

That, and/or first-party hosted ad delivery.

There will be more pressure to develop an interoperable, easy to use micropayment system so that content worth paying for can survive. Trash whose only purpose is to get you to watch ads and that nobody would otherwise pay even a cent for will go away but that won't be missed.