Please read the case and answer the questions.With the release of iOS9 and the new version of the Safari Web browser in 2015, Apple surprised many industry analysts by offering new support for content filtersa fancy way of describing ad blocking capability. The rise of ad blockers has annoyed advertisers and cut into the advertising revenue earned by content creators and providers, with $21.8 billion in lost revenue in 2015 alone. But the issue is far from black and white, with reasonable arguments to be made for both advertisers and individual consumers.Ad blockers identify and eliminate content based on its IP address, functioning much like a firewall. The most common ad blocker, AdBlock Plus, is offered as an extension to all major web browsers, and as many as 15% of Internet users currently use an ad blocker, while in in some countries like France, as many as 30% of visitors to news websites make use of an ad blocker. AdBlock is free to use in its basic iteration, extremely simple, and highly effective, making it an online advertisers worst nightmare.Ad blockers often make websites look nicer and more streamlined while reducing battery usage and data consumption. They also stop the tracking cookies that many Internet users find distastefuladvertisers use these to keep comprehensive information on you and your activities online. These are the benefits to web users. The drawbacks? If too many people use ad blockers, your favorite sites on the Internet wont be able to provide the free content you enjoy most.Many websites have begun making direct appeals to visitors to turn off their ad blockers, including Wired, The Guardian, and OKCupid. In 2016, French news websites have begun to force visitors to turn off their ad blockers to view any content. Others have dramatically altered the types of advertising they are willing to accept. However, the perception of advertising as an unwanted and unnecessary intrusion does not help these sites to change the way their visitors view ads.Content consumers often forget that the free content they enjoy is actually paid for by advertising dollars. However, we havent explicitly agreed to this arrangement, or even been asked about it. Viewing advertising that doesnt pertain to your interests feels like work during moments that are supposed to be leisure time, and most people bristle at the imposition. As the video describes, advertisers hope that the ads you view will be about things youd like to know more about, but it more often feels like ads are about things you arent interested in and that the advertisers want you to like against your will.In 2015, an ad-blocking app entitled Peace rocketed to the top of Apples App Store, but its creator, Marco Arment, eventually took it down and had Apple refund its buyers, citing concerns that it was hurting smaller content providers. However, in its place, another ad blocker named Crystal immediately ascended to the top spot. The tug of war between users unwillingness to view advertising and the role of advertising as the primary driver of the services (Facebook, Google) and content we enjoy most is likely to continue unabated.

1. What is the ethical ad blocker described in the video?

2.Why are algorithmic advertising technologies increasingly important to advertisers?

3.Where do you stand on the use of ad blockers?