Many consumers appreciate that the internet experience is supported by revenue generated from advertising and are not opposed to good quality advertising presented in the right way. However, invasive and low quality advertising abounds and has been identified as a growing problem by reputable advertisers, publishers and tech companies alike. The key players are now clubbing together to combat the worst types of advertising by developing selective ad blocking technologies which one hopes will clean up the internet journey and enhance the interests and experience of those looking for a better internet.