Former Adblock CEO Gabriel Cubbage.
US-based Adblock - not to be mistaken with the Germany-based Adblock Plus - is the popular free ad blocking tool that was created in 2009, initially as an extension of the Google Chrome web browser.
Cubbage became the Adblock's CEO in October 15, shortly after the company was sold to an anonymous buyer. Adblock was previously owned by its founder Michael Gundlach, who left the company at that time.
Cubbage was previously Adblock's managing director and joined the company in 2013. He is also the founder of 67 Robots, a digital strategy agency.
In October this year, Cubbage stepped down from the role to become Adblock's vice president of product strategy, an advisory role. He was replaced by Matthew Maier who joined the company from Prosper Marketplace, an online personal lending company.
Cubbage got the inspiration for his new company after experiencing a 12-day guided tour of the Kingdom of Bhutan, according to an email sent to his contacts, seen by Business Insider. It reads:
"How many other people out there would jump at the chance to visit one of the only places in the world where it's nearly impossible to see one person be rude to another person, or smile at someone without reciprocation, or not stare dumbfounded at almost every single vista, view, village, or visible landmark every second?"
He plans to go into business with his tour guide, Tashi, according to the email.
Cubbage could not immediately be reached for comment.
The new owner of Adblock still remains a mystery. Its sale coincided with Adblock joining the Acceptable Ads whitelisting program, which is operated by Adblock Plus owner Eyeo. The timing led to many people speculating Eyeo was the buyer, a claim the German company has denied.