Filtering Methods
An extremely common method of filtering is simply to block (or prevent autoplay of) Flash animation or image loading or Windows audio and video files. This can be done in most browsers easily. See browser integration below. This crude technological method is refined by numerous browser extensions. See Firefox, Safari, Internet Explorer, Opera, Chrome for details specific to each. In general one alters the options, preferences or application extensions to filter specific media types, but an additional add-on is required to differentiate between ads and non-ads using the same technology, or between wanted and unwanted ads or behaviors.
The more advanced filters allow fine-grained control of advertisements through features such as blacklists, whitelists, and regular expression filters. Certain security features also have the effect of disabling some ads. Some antivirus software can act as ad blocker, including some freeware such as Avast!.
Ironically, some of this freeware itself runs ads, and instructions on how to block those are common on the web. For instance, Avast!'s ads to upgrade itself to the paid version which are easily disabled.
Filtering by intermediaries such as providers or national governments is increasingly common. See below especially re provider ad substitution and national root DNS.
Read more about this topic: Ad Filtering
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