What we found most surprising was the growth rate - 43%. If this keeps up all ads will be blocked by 2018!
Of course, this won't happen. But it looks like things are set to get a lot worse for publishers before they get better.
Just like TV, publishers will eventually grasp they need product placement. Ads will stop being external JS, and start being server-side API calls to the ad farm for content the publisher in-lines with its own content. Not hard to do, and the motivation is there anywhere above 10% - 20% leakage.
In all seriousness that is a staggering growth rate. Though I don't see the majority of the population moving the AB. It would be interesting if you could objectively gauge what kind of users are prone to using tools like AB and then see how close we are to saturating that portion of the user base.
