The huge spike in the popularity of ad blockers is entirely the fault of the marketing industry. The market has become saturated, and people are getting fed up. As the New York Times highlighted this week, more data on the average news site is dedicated to ads than it is to content. Thanks to stingy mobile data caps, this is the 21st century equivalent to fax spam. Using your resources that you pay for to sell more things to you. Even more obnoxious is that you are now a product. Something to buy and sell.
The article is right in pointing out that the content industry will eventually move more things behind the paywall. They don't want to, since it limits exposure. But despite the saturation of advertising, it's getting more difficult stay profitable with it alone. The ad men are the only ones making out like bandits.
Sadly Apple seems like the last holdout. Microsoft just switched to an adware model for Windows 10. Similar to Android's model. Makes my next phone purchase an easy decision though.