MANY consumers bypass Madison Avenue with software that filters out online advertising. Adblock Plus, for example, averages about 13 million daily users on one browser, Firefox, alone.

Now a tech start-up, AdKeeper, is charting a course directly against that ad-blocking current, arguing that consumers like to see ads and will want to save favorites in one central location.

Participating advertisers place a small button on ads with the AdKeeper logo — a “K” formed by an exclamation point and less-than symbol — and when a consumer clicks the button, the ad is stored on a page on AdKeeper.com along with any others the consumer has saved.

Scott P. Kurnit, who is the chief executive of AdKeeper and the founder of About.com (which is owned by The New York Times Company), acknowledged that many people are initially puzzled at the prospect of saving ads.