Comment by endymi0n

Here's what's going to happen. Just a little while longer: nothing. As soon as one big party will try to make a significant impact on the ads market (more than 20% at once), a big shift will happen, uniting Publishers all around and shutting adblocking visitors out completely in a coordinated manner. Just like Microsoft's opt-out only DNT-Field, the tide will quickly turn against Apple, as soon as you can't read 50% of all web pages anymore because ads are blocked by default (or a majority). Same thing with this Filter startup that wants to block ads on a mobile provider level (forgot the name). As soon as people realize that all the stuff on the internet isn't "free", but ad financed, they will finally have to make the real choice themselves by opting in or paying.