A team of researchers has invented a new kind of ad blocker that "reinvent[s] how ad-blocking works."
"The ad blocker they've created is lightweight, evaded anti ad-blocking scripts on 50 out of 50 websites it was tested on, and can block Facebook ads that were previously unblockable," according to an article from Motherboard and Vice.
"I just did a test on a site I work on. We don't run ads, so we don't care about ad blockers, but I did make a stab at measuring how many people block Google Analytics and Google Tag Manager. It was roughly 7%..." ergophobe writes. That's less than they expected, but still - it can fudge your numbers.
csdude55 has an interesting opinion: "...the problem I've experienced is that the computer repair shops locally have no idea how to actually remove viruses or spyware; instead, they just install ad blockers by default...I did a survey on my site awhile back, asking people with ad blockers WHY they use them. The wide majority of replies were from people saying they had no idea..."
It's true that 'Net savvy and 'Net unsavvy people think in different ways and do things for different reasons - this just seems to underscore the rift between them.
Anyway, I doubt that Princeton and Stanford have REALLY come up with a magic bullet here. Historically, every new arms or armor development considered itself to be "the ultimate weapon/weapon stopping device." And, historically, they were all quite wrong.