Abstract: The system allows identifying new Internet advertising with minimal human participation. Also, the system provides a module for heuristic generation of rules for the found advertising, which makes it possible to automate the process of maintaining the relevance of lists of Internet advertising blocking rules. The system can operate in two modes: the mode of finding new advertising and generating rules for it and the mode of automatic data collection (datasets) for learning. The distinctive feature of the system is a comprehensive approach to the analysis of ad units that includes visual appearance of images (color contrast, element layout patterns, etc.), link analysis, and html code analysis.