Ad Blockers Will Change How Ads Are Sold

Berlin -  a presentation of the Digital News Initiative created by Google and a group of publishers.
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Google will first collect facts. In a wide study to be conducted globally in the coming months, Google will try to ascertain what exactly motivates a web user to install an ad blocker. A (large) unspecified number of people will go through what is called a Cognitive Load Test in which users are compensated for reading as many articles as possible. Different series of stories will carry various ads formats, ranging from the most invasive to the lightest. Applied on a large sample, the study will provide valuable information on ad intolerance. The Google survey will also yield reliable numbers for people using ad blockers, especially in Asia where mobile web browsing runs high. 
http://www.mondaynote.com/2015/11/09/ad-blockers-will-change-how-ads-are-sold/