1. Ad Blocking John.rudy@alum.mit.edu October 28, 2015

2. The Dilemma Most internet sites contain ads Sites utilize ads to bring in revenue Income can be significant Ads can be simple “newspaper type” or complex video/audio that takes over the page, interrupting what you are trying to read or hear Free Spotify places a 20 second ad after every third song Ads can be difficult to shut down Certain Comcast ON DEMAND shows will not let you speed through ads Some Netflix DVDs will not let you skip coming attractions

3. Some Companies provide Ad Placement Google AdWords is Google's online advertising program that lets you reach new customers and grow your business. With AdWords, you choose where your ad appears, set a budget you're comfortable with, and measure the impact of your ad. There's no minimum spending commitment. You can pause or stop anytime. With cost-per-click (CPC) bidding, you’re charged only when someone clicks your ad, not when your ad appears. Get started at https://adwords.google.com.https://adwords.google.com

4. Ad Blocking Many companies provide SW to block ads AdblockPlus is very popular and is free Here is a recent display from their website

7. Some have claimed that Adblock Plus charges to have you whitelisted. Adblock says that they only charge large companies

8. Advertisers are Fighting Back Vendors Claim they are losing significant revenue Vendors Claim that ad blocking will put them out of business Article by Hiawatha Bray Boston Globe 10/26/2015 http://www.betaboston.com/news/2015/08/26/as-ad-blockers-rise- will-the-web-business-model-fall/ http://www.betaboston.com/news/2015/08/26/as-ad-blockers-rise- will-the-web-business-model-fall/ Hulu and CBS require that Ad Blocking be turned off 47% of Americans use ad blocking per Reuters study Brightcove LIFT http://go.brightcove.com/lift?_ga=1.177338213.1199326385.1445869989 “will deliver video ads to consumers even if they are running an ad blocker. We inject the ad into the video before it even gets to the page, so the ad blocker cannot block it” http://go.brightcove.com/lift?_ga=1.177338213.1199326385.1445869989

9. http://www.pcworld.com/article/1395 http://www.pcworld.com/article/1395 15/article.html

10. Bottom Line I’ve been using Adblock Plus (free) for 2 years since recommended by Paul Lewis No side effects