Firefox makes web browsing better. You get more information faster and even prettier. One way of doing this is to block ads. All those win-free-stuff-play-this-game ads flash and sparkle often at contrast to hosting page. The New York Times published a story about Adblock Plus, a Firefox plug-in that blocks most web advertisements, and how web content providers are getting worried they are loosing revenue.

The Times, as well as similar articles, point out the similarity between Adblock Plus and television’s TiVo where users can fast-forward through commercials. But as CNet.com points out, the differences are significant. Television deals with a fixed cost regardless of the number of viewers whereas websites have to pay for the bandwidth of each user. Also, TiVo wanted to avoid the fate of ReplayTV which got sued by the television networks for completely skipping commercials. TiVo will only let you fast-forward, not skip. Adblock Plus, as an open-source, free plug-in for all, answers to no one. The response: whyfirefoxisblocked.com. This site offers ways to block all Firefox users from websites to prevent ad blocking (forgetting Internet Explorer has a more complex plug-in as well).

I find Adblock a quandary. First of all, I use Adblock Plus (as well as Comcast DVR). My reason for using Adblock has more to do with saving RAM than blocking ads. I often have several dozen tabs in several windows open. With all those Flash and JavaScript ads, Firefox freezes like it’s on a 14.4k modem. Though I allow ads on Google because I find those helpful (more on that in a bit).

My dilemma is I do think blocking ads like this on the web threatens the budding web economy. Web pundits pressure content sites to forgo the paywall and give out content for free supported by advertising. But then the geekiest of us block the ads preventing the suggested revenue model.

On the other hand, web advertising is annoying. Large animated graphics telling me to dress a naked cartoon girl while reading a story about web server doesn’t make sense. Television, because of the cost to make and buy ads, requires a high-level of quality not yet seen on the web. Even on major sites like Facebook and MySpace, the ads are tacky (and embarrassing for any co-workers look over my shoulder).

Whyfirefoxisblocked.com claims blocking website ads is stealing. This theory sounds unlikely (and probably a byproduct of the piracy debates calling everything under the motherboard stealing). Web content is given out for free, like television. Ads are an agreement between the content provider and the advertiser. Never does the user enter any agreement (websites can’t claim that by using their site, you agree to all their rules, that’s not legally binding). This argument is like saying going to the bathroom during television commercials is stealing the television show.

Unfortunately, at present we are in a catch-22. Web advertising is cheap allowing anyone with a website to make and buy ads. There aren’t enough major advertisers for large websites to hand pick the ads they show (like television shows can). The best logic came from Wladimir Palant, the creator of Adblock Plus, who wrote on his blog:

“There is only one reliable way to make sure your ads aren’t blocked — make sure the users don’t want to block them. Don’t forget about the users. Use ads in a way that doesn’t degrade their experience.”

Web advertising will take lots of experimentation from how much ads to put on a page to placement to visual styles. Pop-ads are disappearing (since pop-up blockers are so effective, but not as bad since they don’t block all advertising) to be replaced by even more annoying overlays that hide their close buttons.

I am a fan of advertising. I like learning about new products which I then, of course, research and gossip about. Even products I don’t care about often make fun and entertaining ads. May more targeted advertising. That’s why I like Google AdWords. They are simple but focused on my search - something I already want. I don’t mind some video game ads when I read IGN.com. Gamespot.com has experimented with options for the ads. For example, if the Marvel: Ultimate Alliance game was advertised, I could pick between Spider-Man, Captain America, or Wolverine to be my background. Focused, entertaining, and immersive. That’s good advertising. And I wouldn’t want to block that.