Leaving aside the moral aspect of blocking advertisements, a personal firewall is not the best tool for that anyway. This is not the main purpose of a firewall, and neither its main strength. Some of them can block some of the advertisements from being downloaded, if you know how to configure them for that. Yet, there are better tools for that, such as Proxomitron (http://www.proxomitron.org), CookieCop 2 (search for the word cookiecop on http://www.pcmag.com), or Naviscope (http://www.naviscope.com), and there are many other programs as well. You may check for other alternatives, e.g. in Tucows (http://www.tucows.com/adkiller95.html).
Also here, a personal firewall is not the best tool for that, and there are other tools and ways which are more effective. These are cookie utilities. Since a tracking site uses a cookie to identify and relate the information gathered to the same person (or computer), by preventing the cookie from being installed. The tracking site will lose its ability to track things. There are plenty of cookie management utilities. Some of them are freeware, and some are not. CookieCop which was mentioned in the former section is one of them. WebWasher (http://www.webwasher.com) is another recommended one, and there are plenty of other alternatives such as cookie-crusher, cookie-pal, pop-up killer, etc. You may search for other alternatives, in Tucows (http://www.tucows.com/cookie95.html).
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