Comment Beales and Eisenach 2014 (Score 1) 1
I use DuckDuckGo Privacy Tools. I see every single advertisement on John Gruber's blog Daring Fireball and on Read the Docs. DuckDuckGo does not block them because these sites serve ads in a way that respects viewers' privacy. They are contextual, not behavioral.
However, larger sites with a more general audience can't rely on contextual ad placement. Instead, they feel a need to tailor each ad impression to each viewer's interests inferred from observing the viewer's interests across several websites. A 2014 article by Beales and Eisenach reported that behavioral advertising produces triple the cost per thousand impressions (CPM) compared to contextual advertising.[1]
Before Forbes, Wired, and The Atlantic went behind a paywall, they went through a phase of treating privacy tools as ad blockers.[2] The Atlantic's help page insistently mentioned "ad or tracking blockers" in the same breath.
A lot of times, I can get past misclassification of privacy tools as ad blockers by using an extension to turn off all script-in-the-browser for a particular domain.[3] Other times, I find that the website was deliberately made script-dependent. Articles on Reuters didn't load for me last I checked a couple days ago. Instead, I got a notice to reenable JS and turn off ad blockers.
[1] JavaScript Switcher by meetDeveloper on Mozilla Add-ons
[2] Doc Searls. "An invitation to settle matters with @Forbes, @Wired and other publishers" (April 15, 2016).
[3] Beales, Howard and Eisenach, Jeffrey A., "An Empirical Analysis of the Value of Information Sharing in the Market for Online Content" (January 2014). Available at SSRN: https://ancillary-proxy.atarimworker.io?url=https%3A%2F%2Fssrn.com%2Fabstract%3D2421... or http://dx.doi.org/10.2139/ssrn...