Interesting conversation on hacker news on what would happen if everyone used an ad blocker.
1) An arms race of ad-detection tech vs ad-hiding tech;
2) A segregation of sites in those who are okay at being free&ad-free (personal blogs, hobbyists, shops, corporate sites) vs paid-content sites. Possibly site owners will have a big need for functioning micropayments.
3) Migration of ad budget from banners&impressions towards sponsorships, paid placements and “advertorial” content/biased articles.
In some ways, we’ve already started things in motion: in the search for monetization, pubs will use more bad ads that monetize better, making surfing experience worse, forcing more people to install ad blockers… you see how this goes.