I prefer still ads over animated ads. I want to block animated ads, but I don't want to block all ads because I want to reward sites that respect my preference for still ads. When I first saw SWF ads, I would make a policy of putting SWF ad servers in my computer's hosts file because SWF was very strongly correlated with annoyance. Later, browsers gained the ability to make SWF objects click-to-play, first with the Flashblock extension and then with built-in features to limit plug-ins to sites on a user-maintained whitelist. This became especially useful as malware authors began to use exploits in Adobe Flash Player to infect users' devices. But starting sometime in the early mid-2010s, as ad networks and advertisers shift from SWF to DHTML, HTML5 audio, and HTML5 video, blocking animated ads without blocking still ads or legitimate uses of HTML5 technologies became harder. This led to a growth in popularity of browser extensions specific to blocking ads or at least limiting them to largely still "Acceptable Ads", as Eyeo's Adblock Plus extension calls them.
As of 2016, there are two proven revenue models for information publication: subscriptions and advertising. Subscriptions drive away users who find a site through a shared link or a web search but aren't interested in a long-term commitment to one site. One article claims that there is no third business model, but one critics are so against ads that they have sarcastically recommended that the best third business model for a site depending on short visits is to leave the information publication industry altogether. Assume for a moment that a sudden across-the-board shutdown of the industry is not acceptable.
One suggested third model is pay-per-page. If a publisher were to try to implement pay-per-page by becoming a merchant accepting major credit cards, it would be wiped out by the credit card networks' swipe fees. Bitcoin is not practical for pay-per-page either, as the groups in China that control the majority of the networks mining power have driven up transaction fees close to those of credit card networks and refuse to expand the network's capacity beyond about three transactions per second. So if the answer is not to , then perhaps the way forward is to make subscriptions portable by creating a subscription network that multiple publishers can join. A user subscribes to one site and enters through the side door on others in the same network, and these other sites get paid per page view.Several adult entertainment sites used to be part of such a network called Adult Check back in 2000 or so.
- "Adblockers say, 'Find a better business model.' But can you really? BlockAdblock, 2015-10-12. Accessed 2016-01-15.
- Mike Hearn. "The resolution of the Bitcoin experiment". Medium, 2016-01-14. Accessed 2016-01-15.