There is extensions to web browsers like IE, Firefox, and Chrome that remove the ads from the web page when it is shown. These Ad blockers were developed to solve a real issue. Many sites had intrusive ads and even worse some scammers were using ads to deliver ransomware and other malware. The ad serving companies seemed unable to stop the scammers from using their ads.
The ad blocking software protected its users from being bothered by intrusive ads and possibly receiving malware. Adblock is the most popular of these extensions and claims 40 million users.