I don't believe users will lose this arms race. I don't have hard data, but from what I observe in various circles is that the Zeitgeist is that the user/consum

I don't believe users will lose this arms race. I don't have hard data, but from what I observe in various circles is that the Zeitgeist is that the user/consumer attention is valuable, content is cheap, so put up barriers and the user will bounce The sad part is that this commoditization of content ends up affecting the quality content, that will probably end up becoming a niche market. Charge per content and the user will bounce, charge per month and you have to be the biggest because of network effects (try recommending a series from Amazon Prime to someone who subscribes to Netflix) There is a trend to use ads disguised as content ("People are using this secret trick to earn mad $$ in [oddly specific location, close to you]"), or intertwined with content that is yet immune to ad blocking(like ads in the middle of youtube videos/podcasts), but that has a higher production and negotiation cost, it will probably not be a market as big as ad networks. EDIT: Just remembered about ads on smartphone apps which are a viable option due to the lack of user control over hardware and software. There are some solutions, but these are much harder than installing a browser extension and thus not as widely adopted.