The biggest win for your team (site publishers that need ad revenue), would be to control the ads placed on your sites. Personally, I have no problem with unobtrusive (even targeted) ads from legit merchants (Amazon, Kohl's, etc). I have Adblocker installed because of obnoxious pop-ups and scripts placed in ads. Google noticed I looked a t a pair of boots on Amazon and they show me the same or similar product on another site? Sure! That might help me find a better price. An ad that installs a script to run in the background or an ad with sound enabled? Hell no.Publishers (including myself) are losing tons of money because of adblockers, so this war is inevitable.