This whole debacle shouldn't even be a debacle. The majority of people (which is a very small minority of users) don't block ads with the intention of harming a publisher. They do it because the current way they are done is intrusive and hurts the browsing experience. Let's face it: ads have gotten out of control and many sites have gone ad nuts with so many different services that you can't even browse without something covering the screen, manipulating the content or making you wait 30 seconds.
Web advertising simply needs to evolve and less people would block.
Let me give you an example: when DVR was first introduced and then when it took off many tv shows were later canceled. Why? Because tv shows aren't made for you to watch them, they are made for you to watch the commercials. When you had a way to skip or remove commercials entirely the primary source of income died and the show was canceled since it was no longer financially lucrative. It didn't many how high of a rating it had. Many canceled simply because they couldn't profit from advertising and that advertising may have even funded the heavier hitting tv shows who had high costing actors.
But, then commercials (on some networks more than others) evolved. What did they do? They simply wrote the ad into the episode. This is when you started seeing more prominent logos on products being used instead of things being generic brands and some shows even added quick one liners to highlight a product as it tied into the episode. I remember watching an episode of Bones where one of the characters had just bought a new car and they briefly expressed their joy of the car. It was done tastefully even though you can tell it was an obvious ad. However, this type of "commercial evolving" was actually better than a standard commercials since they were able to tie real products into the episodes which made them more lifelike and less like a tv show.
The Internet is still using old methods of advertising. Pop up ads, timed videos, tracers, things that open and push content out of your viewing site without your acknowledgement and just many more annoying things.
Why couldn't the Internet do something like tv has done: include the ad directly in the content, but not as a giant video or picture. Why couldn't a written article simple have a written ad?
Example:
Story line: mac rumors becomes the first to site to have non evil ads
By line: this story sponsored by State Farm. Are you in Good Hands?
Story here.
It's less annoying, you'd see it and since it's ultimately text it doesn't detract much from the browsing experience. The ad part can even be a link.
Sites could have links like that in strategic places on their content.
Or, for direct profit you can even just use something like a share button but for ads that says " if you like this article click here to support us" that perhaps opens a second window with the ad.
What do you think?
Don't blame the users for wanting to block annoying content. Evolve the content and users won't care to block it.