also be expected at the grid level because fewer data packets need to be transmitted between the user's machine and the website server. Publishers and their representative trade bodies, on the other hand, argue that web ads provide revenue to website owners, which enable the website owners to create or otherwise purchase content for the website. Publishers state that the prevalent use of ad blocking software and devices could adversely affect website owner revenue and thus, in turn, lower the availability of free content on websites. User experience Ad blocking software may have other benefits to users' quality of life, as it decreases Internet users' exposure to advertising and marketing industries, which promote the purchase of numerous consumer products and services that are potentially harmful or unhealthy and on creating the urge to buy immediately. The average person sees more than 5000 advertisements daily, many of which are from online sources. Ads may promise viewers that their lives will be improved by purchasing the item that is being promoted (e.g., fast food, soft drinks, candy, expensive consumer electronics) or encourages users to get into debt or gamble. Additionally, if Internet users buy all of these items, the packaging and the containers (in the case of candy and soda pop) end up being disposed of, leading to negative environmental impacts of waste disposal. Advertisements are very carefully crafted to target weaknesses in human psychology; as such, a reduction in exposure to advertisements could be beneficial for users' quality of life. Unwanted advertising can also harm the advertisers themselves if users become annoyed by the ads. Irritated users might make a conscious effort to avoid the goods and services of firms which are using annoying "pop-up" ads which block the Web content the user is trying to view. For users not interested in making purchases, the blocking of ads can also save time. Any ad that appears on a website exerts a toll on the user's "attention budget" since each ad enters the user's field of view and must either be consciously ignored or closed, or dealt with in some other way. A user who is strongly focused on reading solely the content that they are seeking likely has no desire to be diverted by advertisements that seek to sell unneeded or unwanted goods and services. In contrast, users who are actively seeking items to purchase, might appreciate advertising, in particular targeted