Ad blockers are hugely popular. Close to 800mm people around the world use them to avoid intrusive ads and data collection. I do not use an ad-blocker but I completely understand why one would choose to do so.

And yet much of the media business is supported by advertising. There are a growing number of subscription-based media services, but many people cannot or won’t pay for content and the vast majority of content consumed on the web is advertising supported.

So USV has long felt that a subscription-based ad blocker would make a lot of sense. Ad-supported publications could opt-in to get a piece of the subscription revenue and agree to block ads to the subscribers who have the ad blocker.

And that is why we invested in our portfolio company Scroll which makes exactly that.

And today, Scroll and Firefox are launching Firefox Better Web, which is a service inside of Firefox ($2.50…

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