With the release of iOS9 and the new version of the Safari Web browser in 2015, Apple surprised many industry analysts by offering new support for content filtersa fancy

way of describing ad blocking capability. The rise of ad blockers has annoyed advertisers

and has made a dent in the advertising revenue earned by content creators and providers.

But the issue is far from black and white, with reasonable arguments to be made for both

advertisers and individual consumers.

Ad blockers identify and eliminate content based on its IP address, functioning much like

a firewall. The most common ad blocker, AdBlock Plus, is offered as an extension to all

major web browsers, and over 25% of Internet users currently use an ad blocker. AdBlock is

free to use in its basic iteration, extremely simple, and highly effective, making it an online

advertisers worst nightmare.

Ad blockers often make websites look nicer and more streamlined while reducing battery

usage and data consumption. They also stop the tracking cookies that many Internet users

find distastefuladvertisers use these to keep comprehensive information on you and your

activities online. These are the benefits to web users. The drawbacks? If too many people

use ad blockers, your favorite sites on the Internet wont be able to provide the free content

you enjoy most.

Many websites have begun making direct appeals to visitors to turn off their ad blockers,

including Wired, The Guardian, and OKCupid. Others have dramatically altered the types

of advertising they are willing to accept. However, the perception of advertising as an

unwanted and unnecessary intrusion does not help these sites to change the way their

visitors view ads.

Content consumers often forget that the free content they enjoy is actually paid for by

advertising dollars. However, we havent explicitly agreed to this arrangement, or even

been asked about it. Viewing advertising that doesnt pertain to your interests feels like

work during moments that are supposed to be leisure time, and most people bristle at the

imposition. As the video describes, advertisers hope that the ads you view will be about

things youd like to know more about, but it more often feels like ads are about things you

arent interested in and that the advertisers want you to like against your will.

Watch the video at https://www.youtube.com/watch?v=BnlVTNjeWrg. With your group answer these questions:

1. What is the ethical ad blocker described in the video?

2. Why are algorithmic advertising technologies increasingly important to advertisers?

3. Where do you stand on the use of ad blockers?