  Most of the online news media outlets rely heavily on the revenues generated
from the clicks made by their readers, and due to the presence of numerous such
outlets, they need to compete with each other for reader attention. To attract
the readers to click on an article and subsequently visit the media site, the
outlets often come up with catchy headlines accompanying the article links,
which lure the readers to click on the link. Such headlines are known as
Clickbaits. While these baits may trick the readers into clicking, in the long
run, clickbaits usually don't live up to the expectation of the readers, and
leave them disappointed.
  In this work, we attempt to automatically detect clickbaits and then build a
browser extension which warns the readers of different media sites about the
possibility of being baited by such headlines. The extension also offers each
reader an option to block clickbaits she doesn't want to see. Then, using such
reader choices, the extension automatically blocks similar clickbaits during
her future visits. We run extensive offline and online experiments across
multiple media sites and find that the proposed clickbait detection and the
personalized blocking approaches perform very well achieving 93% accuracy in
detecting and 89% accuracy in blocking clickbaits.
