This is exactly the case. Every time someone starts ad-blocking, someone else has to assume that ad watch for them.

Of course this isn't 1:1 parity in reality, but the ultimate manifestation of ad blocking is that.

Google had a good system a few years ago that I was probably the only sucker who paid them for it (and probably why they stopped it). You could pay a chosen amount monthly, and they would not show you ads as a result. It wasn't perfected, but the concept was good for those who understand the problem and want to work towards a solution.