down what you're downloading. >> what the well-dressed trick or treater is wearing this year. this is "on the money".>> what the well-dressed trick or treater is wearing this year. this is "on the money".your money, your life, your future. now, becky quick. >> you can't browse the web without having ads pop up constantly, or can you? software with the ads that's been around for a while but now more mobile users have been installing apps that let you keep those ads on your phone or tablet and advertisers are getting nervous. once too many people start using those apps. that's this week's cover story. it's hard to browse online or on your phone without ads popping up everywhere. filling your screen, slowing down what you're downloading. if it annoys you enough to do something about it, you can join the 2 million people globally. for just a few dollars, you have software that blocks advertising from your phone, tablet, or your computer. it's a road block to stop 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 downloads are four times faster with fewer data charges and longer battery life. most media sites rely on advertising revenue to pay for the cost of creating the content you read to watch online. a recent study found this year, blocked ads result in almost $22 billion of lost revenue. next year, that will nearly double to $41 million. so if the ads are removed, what happens to the content? the trade-off in broadcast and the webs are that the ads are there and get content for free. what if the equation doesn't work out anymore? chris l. judy is developer of purify, an ad blocking app. thank you both for joining us today. joe, let's talk about what you think about the ad blockers. is this something that gives you heart palpitations?

the advertisers are thinking a lot about as well as the publishers and the content creators that rely on advertising revenue to pay for the editorial and a lot of that starts to get challenged in a fundamental premise of the online exchange goes away. >> it's certainly shaking things up. why did you develop purify? are you against advertising and just a general principle or just saw an opportunity? >> the problem is advertising has been degrading the user experience for users, especially on mobile over the last ten years. but ad blockers enable them to do is not just get rid of the app, the obvious functionality but the improvement is substantial enough that that's the big part of why users choose to get ad blockers. >> i'm the first person. if you make me watch advertisement on something, i click it off. there's some things i mind and some i don't. if you're an area with a bad wireless connection, it can be brutal trying to get through this.

>> it is a real wake-up call in a good way, i think, for the industry. marketers are basically racing to keep up with consumer experience and how quickly that'sing that's changing. clearly, i think, call to arms if you will, publishers to make it a better one. a faster one. make it one with more relevant advertising. >> maybe make it a part of the content for the whole thing. >> like, good advertising is from content. 2% of gdp sort of drives the economy and that advertising is noise and frustrating. >> and irritating. what about you, what about the ethical concerns that come with this? do you feel like you're spewing 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 their part of the position

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. we think that enabling users to have a voice, to say what it is that they think that this sort of control they should have on their experience we think that's the thing that's righteous. we 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 that the fact that users have been paying for this advertisement to be served to their devices. >> let me ask you this too. there are some companies that allow you to block ads and then turn around saying we'll allow you to block our blocking. in other words, you can pay us off. is this something you'd ever do with purify?

i mean, purify has that we'll never do with advertisers or any entity that would like to pay to get their advertisements through and one of the main designs is enable users to white list a site. that means if there's a site that users visit and they'd like to support it by viewing their ads, they believe it's not intrusive, they can do so easily and on purify, they do wireless, at least a web site. so we do think of kind of an ever evolving conversation between the users and between the content providers and the advertisers. >> chris, joe, thank you both for being here. >> thank you, becky. >> thank you. >> now, a look at what's making news into a new week on the money. stocks with the best day in more than two months on tuesday with the dow rising more than 320 points. in part on hopes of more stimulus in europe.

trading on friday, word of a milarove mcdonald's was hung the companies beating expectations. so did amazon. google parent alphabet and boeing. coke fell short though and amedical examiner, yahoo and ebay. remember when consumer reports said the test on model s was the best car they ever tested? well, never mind. annual report on reliability that has readers rate the cars they drive, the model s came in worse than average. that predicted reliability said the company has been dropped from the recommended list. oprah winfrey went shopping this week and bought 10% of weight watchers. the millionaire media mogul said she believed in the media mogul so much, she decided to invest in it. it jumped on the news, 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%.

of people are willing to live with. and later, zombies, vampires, and ninja turtles. might be the price tag.

ended the week.." since the dawn of time, real estate has been about location but never has that been more true than during this unique housing recovery. the price differential between metropolitan homes and the far out suburbs has never been greater. you can save a lot of money as long as you're willing to drive. dianna olick joins us with more. hi, diana. >> hey, becky. location is is right but attitudes trump conventional wisdom on location, especially

oldest home buyers. this nearly new colonial will cost you twice as much. one is in bethesda maryland, a suburb of washington, dc. the second is in ashburn, virginia. an hour's commute from downtown dc. >> we're still a little bit under prerecession pricing, and others are prerecession pricing. >> usually a housing downturn is recovered slowly more than the urban neighbors but the divide is greater than ever from john burns real estate consulting. take chicago, home prices 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 peak, the same in l.a. glendale is already 2% above

is 37% below and in dc, 8% and in ashburn, nowhere to close recovering their peak values. >> the house you can get for the dollar drops dramatically outside of the city. >> reporter: 40-year-old ian walsh and young family moved out to ashburn three years ago and walsh does not regret the choice despite his hour commute to downtown dc. >> 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, kind of instantly. >> reporter: walsh may like the quiet of ashburn, but the price to buy 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 sociability of urban cores like bethesda. >> it's increasingly attractive to have walkability to

everything down here in bethesda. that's what people pay for. >> reporter: for now, sky's the limit in downtown prices but as millennials age, the suburbs could see a rebirth. with the price divide so great now, those far out homes could see bigger price growth down the road. of course, it all depends on supply as always. right now, focusing on the a-level lots. and then not so much. if you start to see more demand out there, the price differential could start to narrow, but becky, i doubt that's going to happen anytime soon. >> it's one thing to be able to make the hour long commute if you do it while gas prices are low, but does that change pretty drastically as gas prices pick up again? >> i don't see gas prices playing into it that much. of course, they're going to help on the edges. what's so interesting though is that the study looked at those who telecommute and many do to work and that's not helping the excerpt. i wonder how much gas prices factor?

>> good point. thank you, diana. up next, from the walking dead to angels on earth. whether scary or silly, the perfect halloween costume. 'tis the season, open enrollment season. the most wonderful time of year

what's new, how i'm thinking of being anna edward edward, edward, an angel. it's ridiculous, you're only wearing it once. >> $50. >> you realize over $200. >> for my costume and nephew costume, spent at least $60. >> maybe around like, $50, $40. >> i'm a big halloween person. i love scary movies. dressing up is fun. the older you get, the more ability you can be and get away with it without being considered anything. i love halloween. it's my favorite holiday. >> this year, more than 157 million americans celebrate halloween and spend a total of $70 billion. that's right. and also a question, what are you dressing up as? the financial and a festive one.

richard, thank you so much for being here. >> my pleasure. thanks for having me. >> ricky started out as a beauty years. when did halloween start to become a big issue for ricky? in 1989. so we've been around for 25 years. it was somewhere around five years into the business that the seasonality of halloween became so popular and being a new york seasons. when it's cold outside, we sell scarves and warm, we sell suntan lotion and flip-flops. halloween became this season, the month of october and the business was there to 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 riky's nyc? >> i think maybe about 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,. >> it's a really big time of year, isn't it? >> we pay attention all year around. the truth is we have a source of halloween costumes all year around. we come out. round. like at trends. we follow popular culture and we like to think that ricky's as a business, we're trend setters and looking to see what the younger generation is interested in. the coolest thing this year is the bad guys.

more darth vader and sith lords. you used to think it was the bad boys wearing black in school and it's gotten younger and younger. my son literally said he wants my wife lindsey and i to be cops and he wants to be a prisoner in shackles. >> that's very typical of how children see us, correct? >> and he wants to be the prisoner, the bad guy because batman. he's the dark knight. he's like, they have the characters that have like the twisted, you know, even like, again, the walking dead or what was that show with, i can't remember the guy, it was the serial killer. >> the dexter. >> yes, dexter. so 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 times or is the halloween one of the few holidays that hangs

>> it's pretty bulletproof. halloween, those are both of my businesses. pretty much bulletproof. people always spend money on themselves to feel better. so a chance to dress up, a chance to show the world maybe a different side of you or pretend, do a little role play, whatever it may be, they're not afraid o afraid to spend money on themselves or children. no matter what the economy is like. >> thank you so much for coming in today. >> my pleasure. thank you so much. >> we appreciate it. up next "on the money," good news for the week ahead and how do benefits work for open enrollment?

this year. for more on our show and guests, go to our web site. otm.cnbc.com and follow us on twitter. @onthemoney is our twitter handle. apple, twitter, and starbucks reporting and exxonmobil, chevron, mastercard and paypal. monday, new home sales for december. tuesday, durable goods orders. wednesday, the federal reserve ends its two-day meeting and we'll find out whether interest rates will rise. also on wednesday, the third gop presidential debate will take place in boulder, colorado, sponsored by cnbc and a moderator of your money, your vote. thank you

first quarter of 2015. open enrollment and coming soon for others, you may not be looking forward to what may be an ariduous process. sharon, what to think about and expect this year? >> i don't want to think about it, but the cost of your health insurance. employers will see premiums go up for employees and deductibles go up for employees for one in four. you have to anticipate paying more for health insurance. if you don't just want to look at premiums but out of pocket costs, all the doctors that you love are in the network because out of network costs could be pretty high, co-pays. factor in all of those costs and you might be able to get something a little bit 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 the spousalupside down down, spousal coverage. even though a few years ago, it worked for you both to be on the same plan even though your spouse had health coverage at their employer -- >> they can do that legal sfli. >> yes, many companies we know do that. >> are you referring to companies that we know well? >> companies we know well. it is something to keep in mind and it's changing. many more companies, about a third are changing their policy there with the spousal coverage. you want to look at if there's any changes. >> are there things you can do if you're married or single that may give you a little bit of an upper edge? >> you want to be able to save money somewhere, right? if you're looking at whether or not you both are on the plan, see which way is cheaper to review the spousal coverage and keep in mind, when you're looking at a high deductible health plan, a lot of companies are offering that and so you pay

deductible, but it allows you to participate in the health savings account. hsa. you can use that money for your health care needs. it's a tax deferred initiative there. the great thing, 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. there's no apples to apples comparison. you have to dig deep. >> it is worth it. but there's a study that affleck put out. 23% of americans would rather clean their toilet than go through benefit options. and when you're looking at all of them and your benefits, you may be thinking the same thing, but it really is worth doing your homework and seeing, because when you think about your benefits package, it could be $2,000, $5,000 you're talking about in terms of the money that 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. so think about it. >> i know, i know. but add me to the list of people who would rather clean the toilet or go to the dentist, maybe not a root canal, but many things i'd rather do. >> maybe they'll give you extra 50 for stop smoking or join a nutrition class, something like that. figure out some way they could pay you. >> that's a good idea. makes you feel better. get something out of it. >> thank you. >> sure. >> and again, wednesday. that's the show for today. i'm becky quick. thank you so much for joining me. next week, what you need to know about your credit score. they will soon be calculated in a very different way and it could have a big impact. each week, you could keep it right here. more "on the money."