Too much conflation of ads with advertising...
Both the author and the commenters seem to focus a lot of energy on "ads", with only a nominal bone thrown to "native advertising" or what the actual purpose of advertising is: Influence consumer behavior.
On both the web and on TV, ads are despised. They break up the content in such a way that's jarring, either through commercial breaks or poorly designed and executed "inline" copy. You see less worry about ads in print media, or when it's integrated into the content in seamless ways. Think product placement or promoted reviews, articles, etc.
Today there's a flimsy wall separating the ad revenue teams from the content/editorial teams. When they mix, you end up with reviews, interviews, exclusives, and other things that look organic, but really are being done because an advertiser or company offered access to one or more places. In some cases it's outright cash, such as when an actor or producer is doing a publicity tour to promote a new or returning show.
Savvy marketers already know how to influence consumer behavior and do it all the time. Amazon Prime or other subscription programs, loyalty programs, UX, early/first access, etc. all can and are routinely used to guide a person to buy more stuff, recommend to friends/family, upgrade, or shift spending. When the pie only grows so fast and your company is required to increase sales at a higher clip, you have to find untapped consumers (rare) or route existing consumers to you.
The concern raised about ads being blocked is less about catastrophic disruption and more about antiquated ideas on how advertising and marketing actually works today. The reason they still exist on the web is they are cheap and easy to fling, with little attention or expertise being needed to conduct a campaign. Once those are exhausted or revealed to be the wealth transfers from dumb/lazy companies to savvy ones they really are, the web will be a better place for it.