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Ad filtering or ad blocking is removing or altering advertising content in a Web page. Advertising can exist in a variety of forms including pictures, animations, text, or pop-up windows. More advanced filters allow fine-grained control of advertisements through features such as blacklists, whitelists, and regular expression filters. Certain security features also have the effect of disabling some ads.
The immediate benefits include quicker loading and cleaner looking Web pages free from advertisements, and lower resource waste (bandwidth, CPU, memory, etc.).
Further information: hosts file.
This method exploits the fact that most operating systems store a file with IP address, domain name pairs which is consulted by most browsers before using a DNS server to look up a domain name. By assigning the local 127.0.0.1 IP number to known ad servers the user directs traffic intended to reach those ad servers to the local machine. Running a suitable web server locally the ad content can be replaced with anything the user wishes. For instance if the web server sends a blank html page for any request the ads completely disappear from the pages they were originally intended to appear on .
Advertising can be blocked by using a DNS server which is configured to block access to domains or hostnames which are known to serve ads. Examples are AdBarricade, DNS Redirector, and DNSKong.
Common advertising techniques
- Pop-up ads
- Plain text
- Ad banners
- Flash animations
- Keyword hyperlinks (for example Vibrant Media's IntelliTXT)
- Browser plugins/extensions (often labeled as adware)
- External applications (see adware, spyware)
- ↑ Paul Thurrott. "IE8: Ad blocking with the InPrivate Filter". http://community.winsupersite.com/blogs/paul/archive/2009/04/03/ie8-ad-blocking-with-the-inprivate-filter.aspx. Retrieved 5-October-2009.
- DoubleClick Warns Against Ad-Blocking Browsers
- Ad blocking with ad server hostnames
- Ad blocking with local minimal web serverde:Werbeblocker