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How sure are we that Ad-blocking software will ruin the free Internet?

August 13, 2015 - 06:50 -- Admin

Ad-blocking software is to the advertising based Internet what Tivo was supposedly to broadcast television: with a little investment, users can consume content without the ads. As Simon Anderson and I pointed out some years ago in a paper published in the American Economic Journal: Microeconomics, since ads are annoying, users will have an incentive to use technology to block them.