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Content and services which are offered for free on the Internet are primarily monetized through online advertisement. This business model relies on the implicit agreement between content providers and users where viewing ads is the price for the "free" content. This status quo is not acceptable to all users, however, as manifested by the rise of ad-blocking plugins which are available for all popular Web browsers. Indeed, ad-blockers have the potential to substantially disrupt the widely established business model of "free" content, currently one of the core elements on which the Web is built.
Pujol et al. (Tue,) studied this question.