"Inside the Brotherhood of the Ad Blockers": https://www.bloomberg.com/news/features/2018-05-10/inside-the-brotherhood-of-pi-hole-ad-blockers Article on "Pi-hole", the open source software, running on a $35 Raspberry Pi which blocks ads across an entire network. "an existential crisis for the $200 billion advertising industry"
Ad-Blocking is only the very first generation of what could be called "Reality Tunnel Management" (RTM) Applications. It will become a very large industry, propelled by the rise of Augmented Reality and Generative Media. https://en.wikipedia.org/wiki/Reality_tunnel