A new Firefox Plugin called "Adblock Plus" has been developed which will allow users to visit websites without having to see any Flash, text or banner ads that come with free content.
It's caused some to think it could be an extraodinary challenge to the ad-supported online marketplace.
The thing that makes me believe this isn't going to happen is the results of an online marketplace without ads: no more content for visitors.
If the online ad marketplace were destroyed by using a technology of this sort, 
you'd start to see a lot of desired content start to disappear from the Web.
What do users not wanting to view ads on the site do when the site they want to visit closes down? Another problem at this time is the new technology doesn't allow customization, so it's either all ads or no ads being viewed. Of course with it being open source software, that's something that could change pretty quickly.
he other side of it is a lot of web users don't mind targeted ads, or even ads generally connected to the content. I don't see a lot of them getting rid of everything. What about the holiday season when people want to see ads more?
Assuming the worse case scenario, it won't be the big companies that those using this think they're going to screw, that get hurt the most, it'll be the smaller online marketers who make a decent living through their ad-supported model.
I see the early adopter types probably using this a tool, but I would be surprised to see it used on a large scale.
Even if it is embraced, someone will created the anti-Adblock Plus sometime soon afterwards, and we'll get into the cat and mouse game again.
The last thought I have to say is if people were to do this, they would then have to be willing to pay for a subscription model, something web surfers have overall said they don't want to do. They don't mind viewing ads in exchange for free content. Lose that model and they'll be sorry they used the technology.
One way or the other, content will have to be paid for or there won't be any content online.
I think users will consider these thoughts as they think of using ad blocking technology. This is something all of us online marketers will have to watch closely. It could be no different than losing Google rankings when you think of it. If the same amount of people visit your site while they don't see anything you have to offer because your ads are blocked, it could very quickly hurt or destroy a medium sized or smaller online business.
There's nothing to panic about here, but it could be worthwhile to communicate with your best customers or visitors about it potentially hurting the business and service you offer them if they choose to use the plugin, and how they'll miss out on the great products or services you offer.
In other words, if you start to see your sales and profits going down connected to ad-supported revenue, you may need to quickly educate your visitors and customers on how it could impact them and you.
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