[ucho]

> potentially existential threat to the industry

I wonder if it really is a threat. Serving anything related to ads from same domain as content will make it much harder to create reliable blocking rules[1]. If ad blocking requires heuristics like the ones in Readability extension it won't be as popular.

[1] as a bonus it instantly kills simplistic host file method

[dsp1234]

The EasyList[0] already has blocking for DOM elements and querystring parameters in addition to domain blocks. So even with hosting ads from the same domain, they get blocked.

For example, ABP blocks our same-domain, self-hosted trackers with the default settings even though our domain is not listed there.

[0] - https://easylist.adblockplus.org/en/