John Macht (@machtHBR) at FIPP makes a rather intriguing comparison between the revolution begun by the famous puppet TV show, the Muppets, and what may happen with ad blocking in the future. Jim Henson was the first person to utilize the cropping power of the frame, thereby allowing his Muppets to roam free. It ultimately boils down to changing how one uses the medium.
Perhaps viewing advertisements as they have materialized digitally is now the problem; consumers finding pop-ups and banner ads even more intrusive than paper ads. Native advertising (as exemplified by BuzzFeed) is certainly one way to go, but maybe there’s more to the story.