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AdBlock Plus, by eyeo.com, is by far the leading add-on for internet browsers whose users want to prevent the display of unwanted ads. AdBlock Plus is open that it allows certain companies to be "whitelisted" upon payment of a fee. There is absolutely nothing hidden or underhand. However, the choice of companies has, for a year, been the source of many complaints with one "promoted content" provider being the prime suspect. Taboola is the provider that has become especially hated, not because of what it does but because of who it does it for - and for some of its tech practices.