You might want to read this: https://www.nytimes.com/2016/09/19/business/media/adblock-plus-created-to-protect-users-from-ads-opens-the-door.html

Adblock Plus, Created to Protect Users From Ads, Instead Opens the Door

in 2011, Adblock Plus was altered and became a tool that, instead of blocking bad ads, allowed ads it deemed “acceptable” to be seen, often for a price — a controversial move that has positioned it as a gatekeeper between advertisers and its huge user base.

“We are called Adblock Plus, and for branding reasons, we are not going to call ourselves something different. But if we could, we would call ourselves something like ‘web customizer,’ because that’s really what we want to do for our users.”

Unpaywalled version: https://archive.is/eIuNW