The bloat mix of mobile ads on 50 news websites

New York Times:

Ad blockers, which Apple first allowed on the iPhone in September, promise to conserve data and make websites load faster. But how much of your mobile data comes from advertising? We measured the mix of advertising and editorial on the mobile home pages of the top 50 news websites – including ours – and found that more than half of all data came from ads and other content filtered by ad blockers. Not all of the news websites were equal.

It’s a steady fall from the quickest to load (The Guardian) down to the piggiest, slowest of them all (

Will ad blockers impact the behavior of the more bloated sites? Or will they feed on the folks who don’t install them, accept the percentage drop in revenue, make it up by increasing the bloat?