There's no way publishers win this war
If publishers and the advertising tech companies go to war with adblockers, then they're going to lose. It's analogous to conventional large armies vs. guerrilla warfare. The adblockers are much faster to adapt, more flexible and there are lots of them operating independently. They don't have to force the surrender of a company like Facebook, just keep harassing them until Facebook gives up.
How many resources did Facebook have to pour into developing, testing and deploying their new anti-adblocker strategy? Adblock Plus defeated it for free in 24 hours.
The advertising tech industry has become large, unwieldy and very complicated. Could all of its different players coordinate a coherent response to adblocking? No chance. I mean look at this mess.
http://www.lumapartners.com/lumascapes/display-ad-tech-lumascape/
Eventually, adblocking will force a retreat by the advertising industry. Blocking's not going away and in an arms race, the industry loses. A major problem now for publishers is whether they can put the genie back in the bottle by removing the slow loading, tracking and targeting features, which users really don't like. Going too far has driven adblock adoption upwards, but now that easy ways to block ads exist, I can't see everyone stopping using them.
Biting the hand that feeds IT
