For most sites I would say that distinction doesn't exist (eCommerce), but I guess for adblockers its true. I think if Forbes lost 100% of their adblocker traff

For most sites I would say that distinction doesn't exist (eCommerce), but I guess for adblockers its true. I think if Forbes lost 100% of their adblocker traffic they would be worse off though. I don't know how I would justify it directly through revenue generated though. If they were smart they'd realize that long term their monetization method is going to change, and the value of someone as a lifetime reader is worth more than the lost revenue of a couple years of adblocking. There is something to be said about adblockers still seeing native ads, but thats unfortunately the route we are heading down.