It very well may be bigger than you think, there’s a reason all the adblock users use adblock, and I know multiple people who do the same thing, and even more that while they may not say “fuck your ad I’ll buy your competitor,” they will only buy the product if they were already going to buy it through their own independent research or word of mouth from trusted friends.

Honestly, I’m not sure I’ve ever met anyone that bought something from a popup or ad in the middle of a news article, maybe the first few “sponsored links” on google when they google the product anyway and were already looking for that amazon link, but that’s about it.