This is the backup to my July Marketingland article found here. http://marketingland.com/scaremongering-in-digital-182044
There is a flaw in this and every theory on the size of the revenue loss in the blocked web, a percentage of folks who block ads will never directly correlate to the amount of revenue lost. Some types of ads are not blocked, by some blocker and not by others and there are many cases where this is true.
I look forward to understanding the true number.