1) Ad blocking is no longer the main issue - ad filtering, which allows some non-intrusive ads through an independent committee, is now more prevalent with over 150 million users. 2) Younger people and those with more education are more likely to use ad blockers. However, ad filterers still purchase items online and some have clicked on relevant ads in the past. 3) There are two main types of users - Suzie is selective and open to some ads but wants control, while Fred finds many ads annoying and disruptive. Going after these ad filterer audiences could be an attractive and achievable option for companies.