SubscribeMany web publisher offering free service to their reader but they displaying several advertising spot as exchange. The income generated from those ads spot is important to keep the site running since the website need money for covering maintenance and operating cost. However some Internet user starting to switch those ads off the page using anti ads internet browser. Some Swedish advertising students designed a browser plugin that detects banner ads and replaces them with content you choose. It would be taking the anti-advertising principle and move it into the mainstream.
If more and more internet user following this trend, it could hurt online advertising industry and many web publisher will be pushed to find other way to finance the operating cost of their site.
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