For most sites I would say that distinction doesn&#x27;t exist (eCommerce), but I guess for adblockers its true. I think if Forbes lost 100% of their adblocker traffic they would be worse off though. I don&#x27;t know how I would justify it directly through revenue generated though.<p>If they were smart they&#x27;d realize that long term their monetization method is going to change, and the value of someone as a lifetime reader is worth more than the lost revenue of a couple years of adblocking.<p>There is something to be said about adblockers still seeing native ads, but thats unfortunately the route we are heading down.