Ad Filtering: Ad filtering refers to methods of blocking and filtering out unwanted advertisements. These methods include pop-up blockers and content filters, which are considered to be ad filtering methods.

History: The history of ad filtering is closely intertwined with the evolution of the internet and online advertising. In the 1990s, as the internet became more commercialized, advertisements grew in number and intrusiveness, leading to the rise of annoying pop-up ads. This nuisance prompted the development of the first ad blocking software in the early 2000s, initially focused on blocking these pop-ups. As online advertising methods became more sophisticated, ad blockers also evolved, offering the ability to block various types of ads, including banners and video ads. During the 2010s, ad blocking became more mainstream, with some web browsers even integrating these features. This period also saw a conflict between ad blockers and website owners dependent on ad revenue, leading to an "arms race" of sorts with sites implementing anti-ad blocker measures. To address this, some ad blockers introduced the concept of "Acceptable Ads," allowing non-intrusive ads to support websites. More recently, in the 2020s, the focus of ad filtering has shifted towards privacy, targeting tracking scripts and cookies used for behavioral advertising, reflecting growing user concerns about online privacy. Throughout its development, ad filtering has balanced the user's desire for a clean and fast browsing experience with the necessity of web-based advertising for revenue generation.