![]() ![]() And, according to recent reports, it now plans to include “ad-filtering” software pre-installed in Chrome-an “if you can’t beat ’em, join ’em” approach to making the web less annoying.īut AdNauseum isn’t like the other ad blockers: It takes a more activist approach. Rather than just concealing them, the app sends noise into the system by automatically clicking on ads in the background, muddling efforts by advertisers and ad networks like Google’s to determine your preferences and your identity as you browse the web. Google and its parent company, Alphabet, which dominates the market for online ads and made an estimated $79 billion from them in 2016, has taken a largely hands-off approach to the potentially existential threat of ad blockers. This partly helps explain the demand for ad blockers: Installations grew by 30% last year to 615 million computer or mobile devices, or 11% of the world’s online population, according to estimates by Page Fair, an industry group. But they are also easy to hate, making the internet distracting, ugly, slow, and more costly to use. Ads are the economic powerhouse of the internet, supporting much of its “free” content and services, this website included. ![]()
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