Ok, so Google may not think this is an innovation but consumers just may.
"After an installation that takes but a minute or two, Adblock usually makes all commercial communication disappear. No flashing whack-a-mole banners. No Google ads based on the search terms you have entered."
"“There is only one reliable way to make sure your ads aren’t blocked — make sure the users don’t want to block them,” (Wladimir Palant, developer of the open-source Adblock Plus project wrote). “Don’t forget about the users. Use ads in a way that doesn’t degrade their experience.”"
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