“I stumbled upon ad blocking by accident when I was conducting a study on the impact of ad blocking software in 2010,” remembers Till Faida, founder and CEO of Eyeo GmbH, the Cologne-based company behind Adblock Plus. “Back then ad blocking wasn’t as widely adopted as it is today, but it was already quite significant and growing rapidly.” By talking to Wladimir Palant, the developer of Adblock Plus, as well as the users, Faida quickly discovered that the people who develop or use ad blockers are not against all ads, just the obnoxious ones.