welcome to "on the money." i'm biggie quick. does it add up online. online commercials, how to get rid of them, what happens if you do and what happens to the internet as we know it. it's that time of the year again. open enrollment. time to choose your benefits. what's new and how you can cut costs. is that a zombie in your closet or maybe a princess on parade? what the well-dressed trick-or-treater will be wearing this year. "on the money" starts right now. you can't are browse the web without having ads pop up

constant lift or can you. desk stop software that blocks those ads has been around for a while but now more mobile users have been installing apps that let you keep the ads off your phone or tablet. and advertisers are getting nervous. what if too many people start using those apps? that's this week's cover story. it's hard to browse online or your phone without ads popping up every, filling your screen, slowing down what you're downloading. if it annoys you you have no do something about it, you can join the nearly 200 million people globally who have installed an ad blocker for free or just a few dollars. you ad software that blocks advertising from your phone, tablet or computer. it's a roadblock that stops ads from appearing on your device. in the united states, about 16% of all internet users are now blocking ads. in addition to less clutter on the screen, developers say down loads are four times faster with fewer da i a charges and longer battery life. but most media sites rely on advertising revenue. those ads pay for the cost of creating the content you read

and watch online. a recent study found this year blocked ads will result in almost $22 billion of lost revenue. next year that number will nearly double $41 billion. so if the ads are removed, what happens to the content? the tradeoff in print, broadcast, and the web has been that the ads are there and you get the content for free. but what if that equation doesn't work out anymore? the chairman and ceo of media math is a company that helps company gets brands on devices. and chris aljudy is developer of an ad blocking app. joe, let's talk about what you think of the ad blockers. is this something that gives you heart palpitations? >> it's certainly something that the advertisers are thinking a lot about as well as the publishers and content creators that rely on advertising revenue to pay for the editorial and a lot of that starts to get challenged if the fundamental

premise of the online exchange goes away. >> it certainly is shaking things up. chris, why did you develop purify? are you against advertising in general principle or is this something where you saw an opportunity? >> the problem is, advertisers have been degrading the user experience for users, especially on mobile, over the last ten years. what ad blockers enable them do is not only get rid of the ads which is the obvious functionality but the improvement in experience is substantial enough that's a big part of why users get ad blockers. >> joe, to admit. if you make me watch a 60 second advertisement, i'll click it off. some things i mind, some i don't. and if you have a bad wireless connection, it can be brutal. how do you deal with this? >> it's a wakeup call in a good way for the industry. marketers are basically racing to keep up with the consumer experience and how quickly that's changing and clearly, i think, the call to arms, if you

will, to advertisers and publishers is to make the experience a better one. make it a faster one, make it one with more relevant advertising that works. >> and something i don't feel like maybe i'm gemming pitched. >> that's right. good advertising is indistinguishable from content. it 's 250% of gdp, it drives the economy and bad advertising is noise and frustrating. >> and irritating. >> absolutely. >> chris, how about you? what about the ethical concerns that come with this? do you have like you're stealing content when you're blocking ads? >> i think that -- a big part of how we think about these things is the fact that the goal of ad blockers is to provide users the ability to voice their concerns and they're part of the nation the ecosystem. we think that it's going to be evolving over time that the way we do advertising on the web is going to be changing. and we think that enabling users to have a voice, to say what it is that they think -- the sort

of control they should have on their experience we think that is the thing that we should have in the ecosystem. we think it's righteous. so we definitely recognize the fact that ad blocking does cause a problem for revenue sources for publishers online that rely on advertising. the other side of it is that the fact is users have been paying for this advertisement to be served to their devices. >> chris, let me ask you this, too. there are some companies that allow you to block ads and then they turn around to the advertisers and say "we will let you block our blocking." in other words, you can pay us off. is that something you'd do with purify? >> no. purify has publicly pledged that we will never do such deals with advertisers or otherwise any entity that would like to pay to get their advertisements thro h

through. and one of the main design aspects is enabling users to white list a site. that means if there's a site that users visit and they would like to support it by viewing its ads because they believe they're not intrusive they can do so easily and a large percentage of our users on purify white list at least one web site. so we think this is an ever-evolving ongoing conversation wean users and content providers and advertisers. >> chris, joe, i want to thank you both for being here. >> thank you. >> thank you. here's a look at what's making news. as we head into a new week on the money, to, had their best day in more than two months on thursday with the dow rising by more than 220 points in part of hopes of more stimulus in europe. stocks were up in early trading on friday on word of a similar moved in china. surprisingly strong earnings. mcdonald's was among the companies beating expectations, so did amazon, google parent alphabet and boeing.

coke felt short and so did amex, yahoo! and ebay. remember when "consumer reports" said the tesla model "s" was the best car they ever tested? never mind. their annual report on reliability, which is how its readers rate the cars they drive, the model "s" came in worse than average. that drop predicted means the car has been dropped from the company's recommended list. oprah winfrey went shopping and bought 10% of weight watchers, the billionaire media mogul said she believed in the program so much she decided to invest in it. the stock jumped on the news. and by jumped we mean more than doubled. up next, we're on the money. you can save big bucks when you're looking for a house. 20% to 30%, in fact, but there's a catch. of course that's something a lot of people are willing to live with. and later. zombies, vampires and ninja turtles, how the most horrifying part about trick-or-treating might be the price tag. as we head to a break, look at how the stock market ended the week.

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big day? ah, the usual. moved some new cars. hauled a bunch of steel. kept the supermarket shelves stocked. made sure everyone got their latest gadgets. what's up for the next shift? ah, nothing much. just keeping the lights on. (laugh) nice. doing the big things that move an economy. see you tomorrow, mac. see you tomorrow, sam. just another day at norfolk southern.

is. since the dawn of time, real estate has always been about location but never has that been more true than this housing recovery. the price differential between metropolitan homes and the far out suburb has never been greater. you can save money, as long as you're willing to drive. diana olick joins us with more. hi, diana. >> attitudes are starting to trump conventional wisdoms on location. especially among the nation's youngest and oldest home buyers. this nearly new colonial will cost you twice as much as this

nearly new colonial. why? because the first one is in bethesda, 34d m.d., a suburb of washington, d.c. the second home is in ash burn, virginia, an hour's commute from downtown d.c. >> we're under prerecession pricing where the inner jurisdictions are above. >> reporter: suburbs usually recover from a housing downturn more slowly than their urban neighbors but the divide is greater than ever this time around according to a new study by john burns real estate consulting. take chicago, home prices in closer in deerfield are about 15% below their recent peak, but keep going out the interstate and you see prices are still as much as 30% below peake, the same in l.a. where glendale is the 2-% above peak but farther out palmdale is 37% below. and in d.c., the close-in suburb of arlington, virginia, is almost 8% above the peak of the housing boom but head out to h ashburn and you see prices are nowhere close to recovering

their peak values. >> the size of the house you can get for the dollar drops dramatically outside of the city. >> reporter: 40-year-old ian walsh and his young family moved to ashburn three years ago and walsh doesn't regret the choice, despite his hour commute to downtown d.c. >> when i get out here, especially into the neighborhood, i kind of feel sort of the stress of the city roll off my shoulders a little bit and i can just sort of relax instantly. >> reporter: walsh may like the quiet of ash burn but the price device between city and suburb is growing because of demand from two very large generations on either side of him -- millennials and active baby boomers. they want the walkability and socialability of urban cores like bethesda. >> rockability is very important to downtown, to metro, everything that's down here in bethesda. that's what people are paying for. >> reporter: for now, at least, the sky is the limit but as

millennials age the suburbs could see a rebirth, so with the price divide so far out now, those price divides could see bigger growth down the road. of course, it all depends on supply. right now builders are focusing on closer in markets, the so-called a level lots. if we start seeing more demand, the price differential could start to narrow but, becky, i doubt that will happen any time soon. >> diana, it's one thing to be able to make that hour-long commute if you're doing it while gas prices are low. but does that change if gas prices pick up again? >> i don't see gas prices paying into it that much. of course they'll help on the edges. what's so interesting, though, is that the study looked at those who telecommute and so many more people now telecommute to work and that's not even helping the excerpt so i wonder how much prices factor in. >> a good point. up next, we are on the money. from "the walking dead" to

"angels on earth," whether scary or silly, how to find the perfect halloween costume and how it might spook your wallet. later, 'tis the season, by that we mean open enrollment season. it's that most wonderful time of the year when you have to decide on your benefits. we'll tell you what's new, how to save, and why married couples have to pay special attention.

>> abe jell. >> advantage pyre. >> for a full costume? around 60 bucks. >> $30? >> $20? >> $45. >> it's ridiculous, you are wearing it once. >> less than 2k4r50r. >> maybe over $200. >> for my knee's costume and nephew, i spent at least $60. >> maybe around, like, $50, $40. zbl( i love scary move veez. >> dressing is up fun. >> i love halloween, it's my favorite holiday. >> get ready to get spooked. this year more than 157 million americans will celebrate halloween and spend a total of nearly $7 billion. that's right. that's "b," billions. also the question of what are you dressing up as is both a financial and festive one. richard parrot is the president of ricky's nyc and he joins us. thank you so much for being here. >> my pleasure, thanks for

having me. >> ricky started out as a beauty retailer but it's evolved. when did halloween become a big issue. >> the company started in 1989 so we've been around for 25 years. it was somewhere about five years into the ways in the seasonality of halloween became so popular and being a new york retailer, we capitalize on seasons. so when it's cold we sell scarves, when it's warm we sell suntan lotion and flip-flops so halloween became the season, which was the month of october and the business was there, it's a captive audience in new york and they basically started the pop-up business and owned that season in new york for about 20 years. >> is halloween -- is it fair to think of it as the super bowl for ricky's nyc or no? >> not really. i think ten years ago it was because there was less competition and the money to be made was just astronomical in a short period of time.

now because of the growth of the halloween industry globally that means that there's more competition and so there's less money to make. >> in terms of trying to figure out how to figure it out, how do you forecast what people are going to want? how long in advance do you have to do it? how do you work the whole thing up? this is a big time of year for you, right? >> we pay attention all year round. the truth is we have about eight stores that sell halloween and costumes all year round so it's not like we ignore it and one month a year we come out. so i'm dealing with the vendors all year round. i'm looking at trends. we're following popular culture and we like to think that ricky's as a business we're trend setters and we're looking to see what the younger generation is interested in. the coolest thing this year is the bad guys. >> the bad guys? >> the dark side of the force. you'll see more darth vader, more sith lords, high schooler typically in the past used to be the ones that were brooding and wore black and that was bad boys, you know?

it's gotten younger and young sore the funniest thing my son literally said he wants my wife and i -- my wife lindsay and i -- to be cops and he wants to be a prisoner in shackles. >> typical of how children see us, correct? >> he wants to be the bad guy because batman is the dark knight, you know? he ike leaf they have -- the characters they have the twisted -- you know even, like, again "the walking dead" or what was that show with -- i can't remember with the guy who was the serial killer? >> oh, the dexter? >> right. so it's that theme or that idea of being really dark heart but not being a bad person. so it's really cool to be on the dark side now. >> how does the economy affect your business? are people willing to spend more in -- or is halloween one of the few holidays that hangs in there? >> it's bulletproof. beauty in halloween, which those are both my businesses a r pretty much bulletproof because

people will spend money on themselves to feel bet so a chance to dress up, a chance to show the world maybe a different side of you or pretend, do role-play, whatever it may be, they're not afraid to spend money on themselves or their children like that especially so no matter what the economy is like it's always good business. >> richard, thank you so much for coming in today. >> thank you so much. >> appreciate it. up next on the money, a look at news on the week ahead. and how to ben it from from open enrollment. tips on saving money and what you have to watch out for this year.

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for more on our show and our guests, go to our web site, otm.cnbc.com. here are stories coming up that may impact your earnings. apple, twitter, and instruction reporting. also exxonmobil, chevron, mastercard and papal. monday we'll get new home sales for september. on tuesday, durable goods orders. wednesday the federal reserve ends its two day meeting and we'll find out whether interest rates will rise. also wednesday, the third gop presidential debate will take place in bolder, colorado, sponsored by cnbc. i'll be one of the moderators of your your money your vote. sharon will be there, too, so make sure you join us. on thursday we'll get the first read on the gdp for the third quarter of 2015. open enrollment is here for some employees and coming soon

for many others. you may not be looking forward to what can be an arduous process but thinking about how you can cut your health care costs can make it easier to face. joining us is senior personal finance correspondent sharon epperson. she has more on your money, your future and your health. sharon, what do we need to think about and expect this year? >> you don't want to think about it and i hate to tell you this is going to happen but you know what i'll say. the cost of your health insurance will rise. >> no. >> one in three employers will say their premiums are going to go up for their employees and one in four say deductibles will go up. so you have to anticipate that you'll be paying more for health insurance. but keep in mind you don't want to only look at premiums. look at what your out-of-pocket costs will be. look and make sure the doctor you love are in network because out-of-network costs can be high. co-pays. factor in those costs and you may get -- something might be less where something else has gone up perhaps. you have to look at the numbers. the other thing to look at -- and this is something to do

every year, look at spousal coverage. some companies will charge you a surcharge if your spouse can be charged by another employer's plan. so even though a few years ago it worked to be on the same plan even though your spouse had health coverage at their employer -- >> they can do that legally? >> they can do that. many companies we know well do that. >> really. >> are you referring to companies that we know? >> companies we know well. companies we know well. so it is something to keep in mind and it's changing. many more company, about a third are changing the policies there with spousal coverage so you want to look at if there have been any changes. >> are there things you can do if you're married or single that may give you an upper edge? >> you want to save money somewhere, right? so if you are looking at whether or not you both are on the plan, see which way it will be cheaper for you in terms of reviewing that spousal coverage. you want to keep in mind when you're looking at high-deductible health plan, companies are offering them, about 80% of companies offer that so you pay more in the deductible but it allows you to participate in a health savings

account where you can put money in and use that money for your health care needs, you save -- it's a tax deferred type of initiative there for you but the great thing about it is if you don't use that money you can invest that money and save it for longer term health care needs perhaps in retirement. >> my head spins when you start talking about this stuff and trying to measure up. there's no like apples-to-apples comparison. you have to dig. it's a chore. >> it is but you need do it. it's worth it but there was a funny study that aflac put out, they said 23% of americans said they'd rather clean their toilets than go through benefit options. and when you're looking at your spouse's benefits and yours, you may be thinking the same thing but it's worth doing your home work. because when you think about your benefits package, it can be $2,000, $5,000 you're talking about in terms of the money you are potentially getting in terms of your benefits or, you know that you could be paying if you don't pick the right alternative. think about that. >> i know but add me to the list

of people who would rather clean the toilet go. to the dentist -- maybe not a root canal. >> maybe the company has a wellness program, maybe they'll give you an extra 100 bucks for stop smoking or join a nutrition class or something like that so figure out some way they can pay you. >> that's a good idea. >> it will make you feel better. >> sharon, thank you and, again, sequen wednesday. >> i'll be there. >> next week, what you need to know about your credit score. they'll be calculated in a different way and it could have a big impact. keep it right here. we're on the money. have a great one. see you next weekend. big day? ah, the usual. moved some new cars. hauled a bunch of steel. kept the supermarket shelves stocked. made sure everyone got their latest gadgets. what's up for the next shift?

ah, nothing much. just keeping the lights on. (laugh) nice. doing the big things that move an economy. see you tomorrow, mac. see you tomorrow, sam. just another day at norfolk southern.

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