Some sites I see are using techniques as underhanded as the ad blockers themselves - things like disguising product placement and ads as related articles. Ultimately, though, the industry needs to change how it works. It has happened in other, more mature industries.
I suppose the very first "ad blocker" was the VCR. You could record your favorite shows and fast forward through the commercials. It didn't really take off all that well because of having to cue up the tape, rewind, and all of that didn't really save much time. Ad blockers got better, though, in the form of DVRs. The cuing and rewinding is gone, now you just have to fast forward. The TV industry (and the TV advertising industry) has changed a bit, though. Branding and brand message is critical during the first five and last five seconds of an ad. Once the ads start, it takes you a moment to get the remote and start to fast forward, so you see the first five seconds. And, since you don't want to miss any of the show, you also catch the last five seconds of the last ad. Many TV programs sneak an extra start/stop point in with that little 30 second "out-take" bit that usually runs between the D and E block. Even bigger than that, we've got product placement in shows. It's hard to watch anything nowadays without someone eating a Subway sandwich or extolling the virtues of the available on-board GPS in their new Ford Focus. TV has also realized that there's as much money to be made in the after-market as their is on the initial run. There are few "reruns" shown anymore (until the show goes into syndication on another network - the original "After Market" sale). Now you get full seasons on DVD, money from Netflix and Hulu and your cable provider's on-demand service. Online streaming and on demand offer unskippable, but limited commercials. On cable network web sites, you can't just stream their stuff unless you have a paid subscription through some cable provider (for which they get a fee). And even then, you need to site through commercials after you've paid the cable company. They figured out how to get you on both ends, there.
The music industry (well, except for the record companies who still seem to be 30 years behind) has changed and adapted too. The Grateful Dead figured out the "new model" long before computers and digital downloads came to be. The realized that people were making bootleg copies of their shows - horrible copies at that. So, they charged you quadruple a normal ticket price if you wanted to patch directly into their sound board. Not only did this generate a slight bounce in revenue right at the time, but it enabled QUALITY copies of the bootlegs to be out there. A quality bootleg is going to get someone to say, "Hey, I like these guys - let's go see them when they come around next time!" where a crappy one will just say, "Wow. That sucks." So, by encouraging piracy, they extended their fan base faster than if they had fought it. And by extending their fan base, they could play larger venues over a period of decades rather than small ones for a few years after their album came out.
Ads will always be around - on the web and on TV. But if that is your only source of revenue, you need to start to look at other means, too. Partnerships, information networks, and all sorts of things are happening. Some work. Some fail miserably - but the same thing happened to TV and Music. Some things work, some don't.
In the end, the web has to do the same thing as everyone else: Adapt or Die.