Adpocalypse perhaps postponed; also see Ad Blocking: The Unnecessary Internet Apocalypse (Advertising Age)
"There’s been a lot of angst in the media and advertising industries about the potential effects of ad-blocking software, which appear to be increasing in popularity, in part because Apple’s new operating system includes support for such programs. A recent study estimated that ad blockers could lead to more than $20 billion in lost advertising sales. But is that likely? Brokerage firm UBS Securities doesn’t think so.Ad blockers in iOS 9 won't cause advertising apocalypse, firm says - Fortune
In a research note it published on Tuesday, UBS said that it doesn’t think ad-blocking will become a mainstream activity, and therefore it expects that the impact on actual advertising sales is going to be much smaller. At most, the industry might lose $1 billion or so in revenue, the firm estimates."