Will publishers start to block 3rd party cookies?

Interesting article in the Guardian, which claims that publishers are losing control of online advertising to the large digital advertising networks. As the networks can aggregate the behaviour of a user over many different sites, the knowledge publishers have of their readers might be less valuable because they only know what readers do on their sites. Will publishers start to block 3rd party cookies from the advertising networks that use their sites? And what will the advertising networks do to respond?