Consider Strib's reposting of an NYT item, here, titled: An ad blocker, created to protect users from ads, opens the door
By SAPNA MAHESHWARI New York Times -- September 18, 2016 — 10:49pm.
Strib's edit/post explains in opening paragraphs:
Adblock Plus, an ad blocker now used on more than 100 million devices, started out as an almost utopian idea a decade ago. Wladimir Palant, a 20-something developer who was annoyed with intrusive ads online, created it as an open-source project and quickly built it up with the help of volunteers who also wanted to make the internet faster, less cluttered and safer from malware.
Palant wanted publishers to make ads that did not “degrade” internet users with interruption and animation, he wrote on his blog in 2007. As Adblock Plus surged in popularity, he was able to turn it into a full-time job, increasing its staff to three employees in 2011 and housing it under a company named Eyeo GmbH in Germany. Its motto: “We want to make the internet better for everyone. Purging bad ads is a good start.”
But shortly after that, in 2011, Adblock Plus was altered and became a tool that, instead of blocking bad ads, allowed ads it deemed “acceptable” to be seen, often for a price — a controversial move that has positioned it as a gatekeeper between advertisers and its huge user base.
Now, with a staff of about 70, the company has moved even deeper into that business with an automated online advertising service that will allow more websites to place ads deemed “acceptable” [...]
Adblock Plus was the first kid on the block; to block. It's not alone. Readers might wish to explore browser enhancement software from Raymond Hill and/or Giorgio Maone.
Briefly, for those not already aware/using Hill has authored uBlock Origin and uMatrix available for both the Firefox browser and derivatives, and Chromium based browsers including Google's own Chrome. Maone authored NoScript, available only on the Firefox mode.
Links: Hill; Maone, here and here.
Readers should note that any software used involves an element of personal trust, and if deciding to trust any such third party add-ons they should do websearch and form personal independent opinions. I use the add-ons in browsing, but do not take that as an assurance or an endorsement. I reached an independent personal decision to do so - readers can think for themselves. But if using Adblock Plus, and being dissatisfied with blocking of ads (except those buying an indulgence from excommunication) one should explore avenues and options.
Mozilla Firefox family: NoScript; uBlock Origin; uMatrix.
Chromium family: uBlock Origin; uMatrix; [NoScript unavailable].
Again, any product, now or in future updates may include malware - or may move to the brown side of the force. For geeks/nerds, look for whether products are released under GNU free licensing - not a guarantee but something of an assurance. (There even is a GNU Icecat version of the Firefox browser; websearch about it if you choose.) You can always use Tor if speed of response is not a driving force to your browsing as much as privacy is.
Readers using Microsoft IE or the new Win-10 bundled browser can websearch = Tor Snowden NSA
But that is a matter of personal taste and opinion, and opinions and tastes can differ person-to-person. Some folks may like MSN as a homepage, or Yahoo. And may like lots of advertisements among page content.