In a perfect world, outright scammers and cybercriminals would not be able to buy ads from massively profitable search engines. However, we do not live in a perfect world.
A version of this is ads designed to mimic legitimate companies in search results, a problem common enough that in 2022, the FBI put out a statement recommending the use of ad blockers.
The report mentions that not all ads are scams (good?) but that installing an ad blocker is one way to protect yourself from being sucked into these scams in the first place.
(Some) ad blockers can protect your privacy
Ad blockers can protect you from this, but there's a caveat: Some ad blockers prevent you from seeing ads without blocking the tracking. "If your ad blocker doesn't block trackers, but just blocks ads, it doesn't protect your privacy," said William Budington, a senior staff technologist on the Electronic Frontier Foundation's (EFF) Public Interest Team.
Having said that, there are options out there specifically built to block tracking. Privacy Badger, built by the EFF, wasn't made to block ads—only tracking—but Budington told me it ends up blocking most ads anyway. "The reason why there's such conflation of ad blockers and tracker blockers is that the vast majority of ads online are also trackers," he said.
"What made uBlock Origin such a great ad blocker is it was blocking both coming out and going in," she said. "Chrome is a Google Product. Google is in the data-gathering business. Of course they don't want you to use uBlock Origin."
Drawbacks to using ad blockers
Having said all that, there are reasons you might not want to use an ad blocker. Supporting the things you read, for one thing.
And some ad blockers themselves introduce privacy problems.
There's also an argument to be made that using an ad blocker makes it hard to notice when you're being tracked.
"I don't use an ad blocker because I am monitoring what they think they know about me," Vertesi said. "They're like the canary in the coal mine. I want to see those shoes following me around the internet—I need to know if my guard was let down."
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