This is on the money. What the welldressed trick or treater is wearing this year. This is on the money. Your money, your life, your future. Now, becky quick. You cant browse the web without having ads pop up constantly, or can you . Software with the ads thats 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. Thats this weeks cover story. Its hard to browse online or on your phone without ads popping up everywhere. Filling your screen, slowing down what youre 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. Its 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 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 tradeoff in broadcast and the webs are that the ads are there and get content for free. What if the equation doesnt work out anymore . Chris l. Judy is developer of purify, an ad blocking app. Thank you both for joining us today. Joe, lets talk about what you think about the ad blockers. Is this something that gives you heart palpitations . Its certainly something that the advertisers are thinking a lot about as well as the 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. Its 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 thats the big part of why users choose to get ad blockers. Im the first person. If you make me watch advertisement on something, i click it off. Theres some things i mind and some i dont. If youre an area with a bad wireless connection, it can be brutal trying to get through this. How do you deal with it . It is a real wakeup call in a good way, i think, for the industry. Marketers are basically racing experience and how quickly thatsing thats 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. 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 youre spewing content when youre 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 in the ecosystem. We think that its going to be evolving over time that the way 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 thats the thing thats 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 well allow you to block our blocking. In other words, you can pay us off. Is this something youd ever do with purify . No. 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 theres a site that users visit and theyd like to support it by viewing their ads, they believe its 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 whats 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. And stocks were up in early trading on friday, word of a similar move in china and similar for the day. Strong earnings so far. Mcdonalds 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, were on the money. You can save big bucks when youre looking for a house. 20 to 30 . Theres a catch, something a lot of people are willing to live with. And later, zombies, vampires, and ninja turtles. Might be the price tag. As we head to a break right now, look at how the stock market. 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 youre 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 among the nations youngest and 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 hours commute from downtown dc. Were 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 peak but farther out, palmdale in ashburn, nowhere to close recovering their peak values. The house you can get for the dollar drops dramatically outside of the city. Reporter 40yearold 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. Its increasingly attractive to have walkability to everything down here in bethesda. Thats what people pay for. Reporter for now, skys 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 alevel 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 thats going to happen anytime soon. Its 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 dont see gas prices playing into it that much. Of course, theyre going to help on the edges. Whats so interesting though is that the study looked at those who telecommute and many do to work and thats not helping the excerpt. I wonder how much gas prices factor . Good point. Thank you, diana. 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 when you have to decide on your benefits. Whats new, why let someone else have all the fun . The sometimes haphazard, never boring fun. The why cant it smell like this all the time fun. The learning the virtue of sharing fun. Why let someone else have all the fun . Thats no fun. Unleash the power of dough. Im thinking of being anna edward edward, edward, an angel. Its ridiculous, youre only wearing it once. 50. You realize over 200. For my costume and nephew costume, spent at least 60. Maybe around like, 50, 40. Im 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. Its my favorite holiday. This year, more than 157 million americans celebrate halloween and spend a total of 70 billion. Thats right. And also a question, what are you dressing up as . The financial and a festive one. Richard paris is the president of nyc and joins us right now. Richard, thank you so much for being here. My pleasure. Thanks for having me. Ricky started out as a beauty retailer but evolved over the years. When did halloween start to become a big issue for ricky . You know, the Company Started in 1989. So weve 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 retailer, we capitalize on seasons. When its cold outside, we sell scarves and warm, we sell suntan lotion and flipflops. Halloween became this season, the month of october and the business was there to captive audience in new york and they basically started the popup 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 rikys 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,. Its a really big time of year, isnt it . We Pay Attention all year around. The truth is we have a source of Halloween Costumes all year around. Its not like one month a year we come out. I deal with the vendors all year round. Like at trends. We follow Popular Culture and we like to think that rickys as a business, were trend setters and looking to see what the Younger Generation is interested in. The coolest thing this year is the bad guys. The dark side of the force. More darth vader and sith lords. You used to think it was the bad boys wearing black in school and its 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. Thats very typical of how children see us, correct . And he wants to be the prisoner, the bad guy because batman. Hes the dark knight. Hes like, they have the characters that have like the again, the walking dead or what was that show with, i cant 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 its 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 in there. Its 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, theyre 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 . Saving money tips and what you 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 twoday meeting and well find out whether Interest Rates will rise. Also on wednesday, the third gop president ial debate will take place in boulder, colorado, sponsored by cnbc and a moderator of your money, your vote. Thank you thursday, the gdp read for the 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 . 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 dont 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, copays. 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 spousal upside 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 its changing. Many more companies, about a third are changing their policy there with the Spousal Coverage. You want to look at if theres any changes. Are there things you can do if youre 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 youre 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 youre looking at a High Deductible Health plan, a lot of companies are offering that and so you pay a little bit more on the deductible, but it allows you to participate in the Health Savings account. Hsa. You can use that money for your health care needs. Its 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 theres no apples to apples comparison. You have to dig deep. It is worth it. But theres a study that affleck put out. 23 of americans would rather clean their toilet than go through benefit options. And when youre 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 youre 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 dont 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 id rather do. Maybe theyll give you extra 50 for stop smoking or join a nutrition class, Something Like that. Figure out some way they could pay you. Thats a good idea. Makes you feel better. Get something out of it. Thank you. And again, wednesday. Thats the show for today. Im 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. Have a great one, and well see