Ad-blocking won in a sense that it seems to be unbeatable. It is not widespread enough yet to damage Google/Facebook revenue. However, the usage of ad-blocking continues to rise exponentially, so the next few years are going to be interesting.

Ad blocking is unbeatable? Can you explain? Seems to me ad blocking could be stopped if they wanted to and just not enough.

But in the end if more blocking does not the ones that are not blocked just become more valuable so does not change really anything? I mean advertising is going to continue to grow no matter what.