I’m surprised that Wired made such a prediction because to me it sounds awfully wrong. For starters, whatever is going to happen it will happen much sooner than a decade. Ad blocking adoption has already reached 35% in some countries. At 50%-60% the industry is doomed. Not to mention fake ad impressions which already amount to one quarter of all traffic. I also find it odd that the only outcome they see is sponsored content. We already have that, it’s called native advertising and it sucks. If advertisers can have a saying on the content then the quality will go south pretty fast. What about micropayments? What about serving ads from the publisher’s domain? What about stopping the damn profiling which is the root of the problem? It seems that the online publishing industry is in a bit of a shock from the way things are moving and can’t think originally.