Yes, that could happen, but it almost certainly wouldn't. The general problem with ad blockers is that they are a set-and-forget scorched-earth solution to the

Yes, that could happen, but it almost certainly wouldn't. The general problem with ad blockers is that they are a set-and-forget scorched-earth solution to the problem of annoying ads. As a web publisher, it doesn't matter if you carefully tweak your ads to be as unobtrusive and relevant to the user as possible, because users running ad blockers won't see them to begin with. Asking users to whitelist your site is a non-starter. If you use some fairly trivial tactics to prevent your ads being blocked by the default settings of the ad blocker, the vast majority of users with an ad blocker will never bother to set up some custom filter to block your specific ads because the default settings are the program for 95% of people. If you have some really obnoxious ads then yes, perhaps more people will go to the bother of blocking them. But if you don't, I assert that almost no-one will bother. If you're facebook, the people who maintain blocklists for popular ad-blockers will write some custom rules for your new ads. But most sites aren't facebook.