> Because advertisers must comply with these regulations, the authors imagine an "end game" in which consumers—and ad blockers—ultimately win. I don't entirely

> Because advertisers must comply with these regulations, the authors imagine an "end game" in which consumers—and ad blockers—ultimately win. I don't entirely agree. Websites have an advantage too: they can withhold the interesting content until a time of their choosing. For example, a blog could - Serve an ad page initially - Include some javascript to load the text of the blog post - Have the request handler for the text do a sleep(10) Then there's not much an ad blocker can do. - They could hide the ad, but then the user is waiting on a blank screen, which is probably an even worse experience for most. - In some cases they could pre-fetch the text, but you can't always predict where the user will go, so it would only work sometimes. - A more advanced ad blocker could mirror a bunch of content and serve it with no delays, but that wouldn't work for personalized content like Facebook timelines.