Ad blockers represent the largest consumer boycott in human history. They’re also an arms race between the blockers and the blocker blockers. This article discusses a new ad-blocking technology that represents another advance in this arms race. I don’t think it will “put an end to the ad-blocking arms race,” as the title proclaims, but it will definitely give the blockers the upper hand.
The software, devised by Arvind Narayanan, Dillon Reisman, Jonathan Mayer, and Grant Storey, is novel in two major ways: First, it looks at the struggle between advertising and ad blockers as fundamentally a security problem that can be fought in much the same way antivirus programs attempt to block malware, using techniques borrowed from rootkits and built-in web browser customizability to stealthily block ads without being detected. Second, the team notes that there are regulations and laws on the books that give a fundamental advantage to consumers that cannot be easily changed, opening the door to a long-term ad-blocking solution.
Now if we could only block the data collection as well.
from Advances in Ad Blocking