Depends on what you want to protect and the person who uses it.
Bitdefender TrafficLight might be fine, but it does little compared to using add-blocking lists and a proper DNS, neither will it prevent you from downloading mallware.
As example, it doesn't block places like the pirate bay.
I don't know about Avast Online Security and Avira Browser Safety, but when it comes to blocking websites I doubt that they can match Norton SafeConnect's DNS adresses 199.85.126.30 and 199.85.127.30 on the network interface and/or the routers wan interface when it comes to block sites that contain malicious and unwanted content.
Might be a bit to strict for some people since it blocks and keeps blocking without questioning the end user, plus that it requires protection of the clients DNS settings.
I voted Bitdefender TrafficLight cause of it's slick interface and little to none performance impact.