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I know this probably sounds counter-intuitive but the company that provided the report mentioned twice in the article also have a blog post about how adblock users click more ads than non-adblocking users[1]. There's not much detail in the article to back up their claim but it's an interesting idea to play around with.

[1] http://blog.pagefair.com/2015/adblock-users-click-more-ads/

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That is definitely interesting. I wonder if it's because they're more likely to be contextually interested in ads on a site that they would go to the effort of whitelisting, but that wouldn't actually be the case overall if they were seeing every site's ads?

I think it's because people who use adblockers aren't used to tuning out ads.

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