content: It blocks ads with cookies and strips any other tracking off and returns a simple image link. If the ad is clean (ie. just an image to link to start) it puts it back in after the check unscathed. It keeps track of the clean ads and puts some imaginary money in a pot, you can then spend that pot to browse ad-free if you want. Basically it manhandles your browsing, making it safer (less cookies less problems), faster (adverts that are targeted have big load times as they call back and fore, these are disabled) and hopes to create an ecosystem where website owners use clean adverts and users actually have ads enabled knowing they won't be malware or cookie laden sludge. That's just from reading the front page of the site and the git repo.