[danjoc]

Ultimately, this is going to end badly for advertisers. All ISPs block port 25. In < 5 years, all ISPs will provide PiHole functionality on their networks. "Net Neutrality" is gone. This is going to be glorious. Thank goodness for the FCC making this protection available to the masses.

[poopchute]

Or.. Advertisers will pay ISP's to inject ads.

[KnightEternal]

Care to elaborate?

[danjoc]

Web ads are the new spam. In response to email spam, all ISPs blocked port 25 by default. ISPs will ultimately do the same to web ads using traffic prioritization techniques like PiHole.

Users in general aren't sophisticated enough to do this themselves. ISPs will offer it for a price and users will pay more to have ad free internet while simultaneously benefiting ISPs with bandwidth reductions. Some ads will be allowed through of course, but with significant costs associated with the advertising, the volume will be reduced significantly, like the difference between spam email volume vs that of postal junk mail.

If big sites like Facebook decide to fight it in a cat and mouse game, ISPs can hit them with advertising fees directly or throttle their traffic in retaliation for cheating the system. If browsers like FireFox try to defeat it by doing DNS over HTTPS, then ISPs can funnel 1.1.1.1 directly into the trash. AT&T did this and said it was an accident. I'm sure it was more like a test. They are aware of what underhanded scheme FireFox is up to. Mozilla isn't fooling anyone with their "security" cover story.

[ripdog]

I have no idea why you think ISPs would do something like that. American ISPs are anti-consumer to the hilt. They've been caught numerous times INJECTING ads into unencrypted http connections. Ads cause ISPs no issue whatsoever. Why would they block ads?

Also, Firefox has excellent extension support for browser-level adblocking. No ISPs I'm aware of do any kind of adblocking. If there is no ISP adblocking around, how on earth could DNS-over-HTTPS be a anti-adblocking move?!

I have no idea how you managed to convince yourself that ISPs are anti-ad pro-consumer crusaders while Mozilla are some kind of evil corporation trying to thwart their efforts. The reality is the exact opposite.