Advertisers can very well get websites to run "cloud functions" at the edge (with Fastly, Cloudflare, Netlify, Vercel, AWS Lambda etc) under the first-party domain, and the content blockers (native or not) will be none the wiser. This is similar to how content blockers struggle to block ads served from first-party domains on YouTube and other Facebook properties.
Exhibit A: https://github.com/samkelleher/cloudflare-worker-google-anal...
Interesting link. I will say though, Brave's been aggressively pushing for an end to third-party cookies, and if websites are increasingly forced to run first-party analytics as a counter-measure, that is still a major win for the internet as a whole.
Same for ad blocking but I have native mitigations with browser meta data spoofing on every http request (which of course gets unmasked if you log into sites, but its always funny to get a warning email from google when I check gmail occasionally).
I lost track of him about 10 or 15 years ago, but I wouldn't be surprised to know that he has a mobile infested with ads!
I actually do like some ads. I have money, and I like to buy cool and interesting things. Occasionally, ads tell me about a new thing or service I'd never heard of. Those are ads that I'm really glad I saw. When they're respectfully informing me of things I might actually be interested in, then I don't mind them.
When I don't like ads is when they slow the page load down by 100x. When I don't like ads is when they have malicious exploits of my browser to install malware on my computer. When I don't like ads is when they auto-play video or put intrusive obnoxious things all over the screen. (Seriously, does anyone respond to those kinds of ads?) When I don't like ads is when they chase me around the internet trying to get me to buy the thing that I just bought.
Using Brave, I see the static ads, and I get to choose to see ads through the Brave network or not. At the moment, I don't mind the Brave network ads -- they're mostly for crypto, which I don't care about; but they're not obnoxious and I know I can turn them off. And occasionally they're for things I might actually be interested in, like chess or electronics.
Right now only 2 of the sites I visit regularly are signed up to be Brave content creators; when this reaches a critical mass, I'll probably start putting in $10-20 per month specifically to support them. At that point, maybe I'll disable the Brave netork ads... or maybe I won't.