PALO ALTO, Calif. (CNN) - The early days of the Internet were dial-up and low connections, simpler graphics -- and namely, no pop-up ads.
Chad Russell from AdTrap says, in many ways, things were better.
"It was page, text and pictures, and that's it -- no pop-ups, no prerolled video banners and things like that," said Russell.
In other words, there were no ads. Today, they're everywhere -- inescapable and sometimes annoying.
Of course, they pay for many of the great services we get for free but, Russell has basically declared war on them.
"At some point, it's gotten a bit much," Russell said.
This 31-year-old high school dropout may be on the verge of shaking up the entire Internet advertising industry.
The idea kicked off with a video on the fundraising website Kickstarter, where Russell showed off his invention called AdTrap. It connects between your modem and router, and it blocks every kind of ad on a website.
When a video plays without AdTrap, you get an ad. But when the device is connected, you go straight to the video.
And the company said it works on any device.
"There's no software to configure or settings," said Russell. "That was really one of the goals of the project: to make it easy for people."
He wanted to raise $150,000 and wound up with well more than $200,000. AdTrap costs $139, and based on early orders, demand seems incredibly high.
"I think the success of the product is really showing you how the general public feels right now about the state of advertising," Russell said.
As for potential lawsuits from advertisers, Russell is anticipating them, and that's why he's already retained a prominent Silicon Valley law firm.
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