Not sure if it's appropriate to discuss this here but I'm interested in what sort of possible advertising future this will lead to, I think it's worth discussing somewhere.
It seems to me that what people are essentially saying is that they'll tolerate ads if they're not intrusive or distracting, but surely that's the whole point of adverts, to catch your attention and divert it away from the website towards a product or service, if the adverts aren't increasing the advertisers revenue somehow they're failing and become pointless, even detrimental. This idea seems fine for the users and the website owners but the people paying for all of this at the end of the day are the advertisers themselves, and it seems to me they're getting the worst of all possible deals here, if that's the case how sustainable is that in the long run?
Think of it from their perspective, If I was paying someone to serve ads to users, I'd be of the opinion that adblock is a good thing for me, some people categorically DO NOT want to see my adverts, it may even create a sort of negative brand association where they consider my adverts a blight on their user experience. Remember that adblockers don't count as views for the advert, so advertisers do not feel the effect of adblocking they pay for 1 million views and either way they get 1 million views. In fact I'd argue that with adblockers in place advertisers get better quality "leads" because in some sense your adverts are more targeted to users less bothered by ads.
Honestly this doesn't really differ too much from the idea of having an adblocker which downloads the advert and counts as a "hit" but then never displays it to the user, this idea has been discussed in the past and disregarded because overall as a long term solution it's not fair, you're cheating advertisers out of views. I honestly don't see this as that much different...what users are essentially saying is "I'm prepared to have adverts on the webpage but only if I don't notice them", how is that good value for the advertiser?
I think this is a false economy and can't last as solution to an inherently problematic business model. I'd wager money on the stats from these "unobtrusive" ads leading to click throughs and additional revenue when displayed to adblock users is going to decrease because of this, how is the advertising world going to cope with this? I'm guessing at the very least these types of adverts will simply reduce in value, surely they have to? There is an obvious correlation between how intrusive the ad is and the likelihood of clicks to susceptible users, hence more intrusive ads have an inherently higher value and vice versa. This has to be true otherwise we wouldn't have fallen into this problem of ubiquitous intrusive ads in the first place, they got out of hand because they worked!
If the value of un-intrusive ads drop so does the ad revenue for those people hosting them, in the worst case scenario I can foresee adverts being "classified" by not only adblock users but by affiliate marketing businesses, and then graded by value. If the websites have no way to serve unintrusive ads to adblock users and intrusive ads to non-adblock users then their overall revenue may suffer more for sticking to unobtrusive ads, In some cases maybe forcing them to abandon unintrusive ads and adopt more intrusive ones for greater revenue.
Generalized as a theory, I would say the advertising business model relies on serving ads in an environment the user had little control over, slowly control has been handed to the users so the total amount of revenue in this space is decreasing as a function of increasing adblocking usage, there's no way to get that revenue back unless technical measures are taken to remove control from the users. The users lowered revenue for the websites and now we're just working together (users+website) to pass that loss on to the advertisers, it might work for a few years but I don't think that'll be sustainable. It'll be a shift in technology and loss in control for end users that will genuinely bring back revenue (I'm thinking servers rendering pages server side and simply sending flat images back to the users where adverts are baked into content, then we're all screwed!)