I doubt it is the adblockers. The adblocker arms race is won by those who own the browser since the browser is the last place you can enforce DRM and the incumb

I doubt it is the adblockers. The adblocker arms race is won by those who own the browser since the browser is the last place you can enforce DRM and the incumbants (Google, Apple, and Mozilla to a lesser extent) have the capacity to stage a power play that enforce trusted computing policies for ad-laden web applications. Ad blockers will lose their in-browser hooks and will need to instrument the browser from outside its process space using computer vision and memory exploits to detect and remove ads in the future. This cat and mouse game will relegate ad blockers to the <10% market share thus staving off a lost market for ad revenue and reducing any dependence on native advertising or product tie ins.