Advertiser-friendly tech companies like Google and Facebook are poised to dominate the online ad market for years to come.
But they are already facing a formidable competitor: the ubiquitous ad-blocking software adblocker Firefox.
Adblock is not an overnight phenomenon; the ad industry has been fighting it since its inception.
Adblock, which is designed to block ads from appearing in the same location, has been around since 2010 and has been the mainstay of browsers for the past five years.
But that dominance has come at a cost.
As the company has evolved, so has the way it has responded to the new ad technology.
And while Adblock is an integral part of the Firefox OS, the company itself has struggled to compete with ad blockers on the desktop.
Firefox’s biggest competitor, Microsoft’s Bing, is also trying to get in on the action.
Microsoft’s Bing has a strong foothold on the Windows desktop and dominates online advertising in the U.S. and in other countries.
But the company is now testing the waters for mobile ads, with plans to roll out Bing-branded ads to mobile devices over the next year.
That will include iOS, Android, and Windows 8, which Microsoft announced last week.
Adblock, however, has made strides in recent months to become more powerful, especially on mobile devices.
In the last quarter, Adblock’s mobile ad revenue rose from $1.7 billion to $2.5 billion, according to data from analytics company AdMob.
While that’s still far from Google’s $2 billion revenue, AdBlock’s revenue grew from $845 million in 2015 to $1 billion in 2016.
But Adblock also has a few key competitors on the mobile front, including Microsoft’s adblockers Bing and Mozilla’s Firefox.
As part of its deal with Microsoft, AdBlocks will no longer block ads in certain webpages.
Microsoft will now require AdBlock to block a particular type of ad on a site.
The company has also introduced a new feature called “preload” that will allow sites to load faster.
AdBlock is a powerful competitor in many ways, but it’s also facing some of the most formidable ad-blockers around.
The battle over adblock software is far from over, however.
Mozilla and Google are in a fierce battle over the future of the ad-tech industry, with the two tech giants aggressively targeting the ad blockers in order to take a greater share of the digital advertising market.
AdBlock and AdBlock Plus, the most popular ad-suppressing adblock products, are currently trading on the stock market.
Google has also been using its position in the ad market to push its own ad-fraud-fighting software, Google AdBlock+ , as a tool to combat online ads.
Microsoft is also investing heavily in ad blockers to help it fight online advertising.
The Redmond company launched the ad blocker Adblock Plus in November, and the company recently introduced the Adblock adblock extension.
These ad blocking programs have not been without their critics.
But Adblock itself is not likely to be a monopoly, as Microsoft is planning to roll its own Adblock software on Windows 8.
Microsoft CEO Satya Nadella said during a press conference that Microsoft is “moving very aggressively to deliver ads that are more responsive to the needs of people using Windows.”
And Nadell said the company would be “building more robust adblocking features” for Windows 10.
With ad blocking software in such a crowded market, however; it’s hard to imagine ad blocking being able to completely stop online ads from getting to people’s devices.
Adblocking, by its nature, does not work on every page, and it doesn’t always work on all ads.
In fact, some ads may appear to work just fine without ads blocking.
In the past, advertisers have been able to opt out of the AdBlock blocking feature, which would allow them to continue showing online ads but without being required to pay for them.
The idea is that if people opt out, they will not see those ads.
But with ad blocking, it is still difficult to know whether the ads are actually being displayed.
That’s why it’s important to test adblocking software before putting it in your browser.
Microsoft has begun to test its own app called AdBlock Explorer, which allows people to test whether their ads are blocked by adblock.
Microsoft said AdBlock is “coming soon to Windows 10,” but it is not yet available on the Microsoft Store.