Concerns regarding online tracking and excessive advertising have led to a marked increase in the adoption of Ad-Blocking tools. We conduct a field experiment to study users’ valuation of Ad-Blockers, and to study how exposing or shielding users from online advertising influences their online experiences, their attitudes towards online advertising, their valuation of ad-blocking tools, and their future usage of such tools. We find that for users currently using an ad-blocker, uninstalling them leads to a deterioration in their online experiences and lower satisfaction with recent purchases. For users that were not using Ad-Blockers, installing one led to fewer reported regrets with purchases, an improvement in subjective well-being, and a less positive view of online advertising. In terms of users’ valuation of Ad-Blockers, we observe a great degree of heterogeneity. Some users are not willing to uninstall their Ad-Blocker even if offered large payments (>$100). Conversely, a similar number of users are not willing to install an Ad-Blocker even if offered large payments. However, most users are willing to install/uninstall an Ad-Blocker in exchange for moderate payments (<$20). Our experimental treatment has a large effect on future usage of Ad-Blockers. Participants that we ask to install an Ad-Blocker are much more likely to use Ad-Blocker after the experiment ends than comparable participants in the control group. However, not all this effect can be attributed to the benefits of Ad-Blocking, as we also observed that the participants that we asked to uninstall their Ad-Blocker are more likely to continue not-using an Ad-Blocker after the experiment ends, although the magnitude of this effect was smaller.