For instance Google has a blocker for "annoying ads" in Chrome. Needless to say it is never going to block an annoying ad that is served by Google. The whole thing is asking for a lawsuit.

If Google is aggressive against adblockers it similarly becomes a target in a way it would be if there were 4 major players that each got 20% of the market and then a bunch of small players.

The most interesting thing happening in online advertising today is the pitch made by the video or podcast creator that is embedded in the content. I've got an emotional connection with Nate Silver or Ana Psychology that makes me more responsive to their pitch than the average pre-roll.