The same applies for regular ads on websites. If the ad is delivery alongside the content, it can’t be blocked. But the industry doesn’t want this. They want cheap delivery of extremely targeted and tracked pushing of micro optimised advertising. That’s a reason to ad block alone. If a digital newspaper had the same ad for everyone on their website, with no tracking, I would be ok not to ad block it. That isn’t the creepy ad business I am inclined to block.