Last updateFri, 12 Oct 2018 11am

Ad blocking update: Forbes.com has a sudden change of heart

Last week I began relating my experience using a program “uBlock Origin” (not to be confused with the similarly-named “uBlock”), the function of which is to block advertising from appearing on web sites. 

I am still conflicted over the practice of blocking advertising because I fully appreciate the economic model of today’s internet is built around advertisers paying for all of us to get so much content for free.  Some advertisers though have gotten so aggressive about loud, in-your-face pop-up ads that I feel a certain level of justification in saying “Enough!”

It was not in any way my intention to unfairly spotlight Forbes.com last week when I used that site as an example.  When I first visited forbes.com while blocking all ads with uBlock Origin that web site said “Thanks for coming to Forbes. Please turn off your ad blocker in order to continue.”  Later the site changed to read “Hi again. Looks like you’re still using an ad blocker. Please turn it off in order to continue into Forbes’ ad-light experience.”  I never had a chance to learn what an “ad-light experience” was because when I next visited forbes.com a few weeks later the site no longer protested my using uBlock Origin.  Forbes then permitted me to read their web site while my uBlock Origin icon happily reported it had blocked 24 ads from appearing.

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