An online advertisement muting system gives a user an ability to mute certain ads shown to the user. The system can receive an input to mute an advertisement when the ad is being played on a screen associated with the system. The system presents a list of muting categories to the user. A few examples of these categories are format of the ad, language of the ad, topic of the ad, brand of the ad, ad geographical location of interest, etc. Based on the user selection, the system receives the selection of a muting category for the ad. Subsequently, the system mutes the current ad according to the chosen muting category. Additionally, the system can also modify future ad targeting based on the received selection. The system can also provide the ability for users to mute ad categories in a preference manager at an initial sign up, or login of the user account.
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Shamir, Gil, "Categorical Muting of Advertisements", Technical Disclosure Commons, (March 18, 2015)