Forget ad blocking, Birmingham website Paradise Circus is levelling the score by creating a content blocker.
The browser extension allows users to rid The Birmingham Mail of all its journalism, allowing uninterrupted enjoyment of the advertisements.
According to Paradise Circus: “The ads are really getting bogged down by all that news… what if we could just turn that off? Surely we could hand that 9.3 percent of processor time back to the stuff that matters… back to ad trackers, and flash popovers.”
The 9.3 percent figure comes from Simon Howes, the inspiration behind the extension. He poitined out that 65 percent of processing capacity was used when ads were not blocked compared to 9.3 percent when they were.