Rubicon Project tests tool to block, snooze, or like ads, Snapchat gives celebrities no special treatment, and Elon Musk proposes a tunneling company.

Rubicon Project Tests Tool to Block, Snooze, or Like Ads

Online ad marketplace Rubicon Project is testing a Google Chrome extension that allows users to block, snooze, or like ads they see, reports the Business Journal. Based on that feedback, Rubicon will attempt to serve ads that are relevant to individuals.

Snapchat Doesn’t Court Celebrities

Snap Inc. isn’t courting celebrities like its social media rivals Facebook, Instagram, and YouTube, reports The New York Times. The company wants to show users more authentic content that does not depend on the presence of celebrities or paid endorsements.

Elon Musk Proposes a Tunneling Company

Frustrated with being stuck in traffic Elon Musk proposed in a series of tweets that jams could be avoided if commuters were able to burrow under the cityscape, reports Ars Technica. Musk said he intends to attempt his tunneling idea via a company named The Boring Co., whose motto is “Boring, it’s what we do.”

Send tips on L.A. tech companies and startups to reporter Garrett Reim via [email protected]. Follow @garrettreim on Twitter for the latest in L.A. tech news.