[especkman]

At this point, there are over 150M adults online in the US. I doubt a large % of them will end up installing adblock.

Keep in mind too, blocking ads isn't necessarily a rational decision for a lot of people in a lot of situations. We can put aside the fact that ads provide economic incentive for the content people are looking for.

The important thing is that ads are often gateways to the things people are looking for (with is one of the points of the article). People buy goods and services. Ads provide a way for people to find sellers of the goods and services they want.

The advertising driven business model is an extremely old one, and I don't think it's going anywhere. People have always had the capacity to ignore advertising, even without technology -- the human brain is very selective about the information it processes and retains.

Some advertising works subliminally/emotionally (most brand advertising), but highly targeted ads, particularly context sensitive pay per click ads aren't generally in that category. They work when people are looking for something, much like the ads from local car dealers in the local paper, which most people ignore completely unless they have an inclination or outright need for a new car.