Not the same article, but I suspect this one inspired the Forbes one, and it seems to provide more details:

http://www.nature.com/news/gravitational-waves-5-cosmic-ques...

> a way to ensure those people avoid Forbes altogether in the future

I have an ad blocker and never ended up doing this. I either forget which websites are "blocking ad blockers", or I just click without checking the source, especially if the link is in the home of a site I trust like HN.