Gadget aims to block all Web ads

11/11/2012 | Atlantic online, The

Three entrepreneurs are taking pre-orders for AdTrap, a $120 gadget that connects to users' cable modems and promises to eliminate all Web ads, including mobile ads, pre-roll videos and in-stream audio advertising. The good news for the ad industry is that relatively few Web users appear willing to shell out for ad-eliminating hardware, write Christopher Mims and Gideon Lichfield. "Still, there is a subset of internet purists who ... hate ads with a passion, and maybe that group is big enough to make this into a nice little business," they note.

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