Yahoo Tests the Determination of Ad Blockers

Yahoo earlier this week acknowledged that it has been experimenting with a neutralizing agent that can counteract ad-blocking software tools by closing off email access to browsers that use them. “At Yahoo, we are continually developing and testing new product experiences,” the company said in a statement. “This is a test we’re running for a small number of Yahoo Mail users in the U.S.” Holding email hostage might seem like an effective way to compel consumers to play ball and allow the ads that help keep free services going, but it’s risky.

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