Another option that I personally prefer for getting rid of ads is a good hosts file. Reason I bring this up is it will take care of whatever browser or software you are using as it works at the network stack level of the OS. Also pretty much any OS with a TCP/IP stack can use a hosts file (I believe).
This is one of the most popular ones;
http://www.mvps.org/winhelp2002/hosts.htm
And here is a wiki page with a good description and links to various hosts files (Including an insanely large one on a French site.) ;
http://en.wikipedia.org/wiki/Hosts_file
Firefox obviously has Adblock, which is highly regarded. Opera has a built in Block Content option, and Safari has an Adblock port. Internet Explorer has a couple of commercial and non-commercial alternatives but I'm not familiar with them.
https://addons.mozilla.org/en-US/firefox/addon/1865
http://operawiki.info/OperaAdblock
http://safariadblock.sourceforge.net/
Me, I'm an old school Opera user and I've been using custom hosts files even longer. There is a debate as to benefit of blacklists today. Personally I'm with the school of thought that they are still great if you maintain them.
-MJ
Since mobileread helps pay for its hosting and all with the ads perhaps you should ignore this post
