AdBlock and similar tools have been the bane of the online advertiser’s existence for many years now. But the dilemma is wrapped in a paradox: internet users want content to remain free, but internet users don’t want to see ads. A new startup intends to solve this problem with software designed to put visitors in control of the ads they see, enabling happier advertisers, and happier consumers.

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Could new ad serving technology spell the end of bad web advertising ? – The Guardian (blog)