To defeat anti ad blockers, the researchers say they've borrowed techniques from rootkits, which are often used for malware but can be adapted to "hide their existence and activities" from ad-blocking detectors. This is done because browser extensions are given a higher "privilege" than advertisements and ad blocker detectors.
Another technique that was not used but was proposed to hide the ad blockers' activities is even more impressive. They are able to "create two copies of the page, one which the user sees (and to which ad-blocking will be applied) and one which the publisher code interacts with, and to ensure that information propagates between these copies in one direction but not the other."
For more details:
https://motherboard.vice.com/en_us/article/princetons-ad-blocking-superweapon-may-put-an-end-to-the-ad-blocking-arms-race
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