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"You're sticking it to the little guy."And I'll keep doing it so long the little guy thinks being the little guy entitles them to dick their users around.
Yeah, there's nuance to the debate around ad blocking, but this argument is just silly. If a mom and pop diner refused to follow basic hygiene procedures we'd shut them down, just as we would a huge restaurant chain for doing the same.
If small businesses are spreading malware by using ad networks that are regularly compromised, it's on them. If small businesses are feeding their user's private data (often via exploits) to extensive ad networks, it's on them.
Being small doesn't exempt you from being a good citizen on the internet.
Of course, the reality isn't that small businesses and publishers are somehow evil and cackling maniacally as they feed their user's private information to huge ad networks. The reality is that they needed revenue, they chose an ad vendor, and they followed some guide on throwing some JS into the page so the ads get loaded. The real shithead behavior is on the part of these adtech companies.
But ultimately the misbehavior of adtech and ad networks is still held against the websites who choose to integrate them, and rightly so. This increases every single time an ad network is compromised to distribute malware, or is actively user-hostile, but the publisher chooses not to switch networks.