I run an Alexa top 10K website with an ad-based revenue model. iOS content blocking has not materially impacted overall revenue because 1. Even though mobile a

I run an Alexa top 10K website with an ad-based revenue model. iOS content blocking has not materially impacted overall revenue because 1. Even though mobile accounts for about 50% of traffic, it only accounts for 25% of revenue anyway. 2. iOS devices, for some reason, monetize way lower than Android. 25% mobile revenue breaks out into 10% iOS and 15% Android. Could be because the site uses Adsense and Google knows much more about Android users so can target ads better. 3. Most mobile users don't download apps. I'm too lazy to dig up the research right now but IIRC the number of people who only use stock apps is about 50%. So people just haven't bothered to download content blocking apps; because they don't bother to download any apps. So while the mobile _adblocking_ apocalypse is a nonevent, the fact that mobile monetizes way lower anyway means that over the last few years -- as mobile share of traffic has grown -- revenue per user has slowly eroded. That slow-moving apocalypse has already occurred. Adblocking on iOS hasn't done much to make things worse. Adblocking on desktop continues to hurt, and has a much bigger impact.