Ad Blocking

The Consumer Response to Digital Advertising

Ad blocking refers to technology that removes or prohibits ads from appearing on webpages.  All digital ads such as display, text, video and native ad formats are subject to being blocked by these technologies.

Ad Blocker Inactive

Ad Blocker Active

How it works

Blocking Basics

Ad blocking technology takes direction from publicly available Filter Lists that determine what content and ads to remove  from appearing on a webpage. Ad Blockers use  these Filter Lists to effectively operate.

Filter List

Filter lists consist of thousands of filters or “rules”, which identify ads based on multiple factors such as common ad serving urls (network level) or page elements (dom level) that are associated with the section of a page where an ad would appear.

Ad Block Community

The Filter Lists used by Ad Blocking technologies  are maintained by an open source community of Ad Block enthusiasts.  Individual community members write rules intended to block ads and when successful, rules can be  propagated to the Filter Lists

Why Ad Blocking?

Degraded User Experience

Many publishers think strategically about the content and ad experience provided to their consumers, but many do not.  There are a variety of trending factors that contributed to a weakened User Experience

Unskippable Video
Ads That Follow
Intrusive Rich Media
Misleading Ads
Slow Page Loads
Poor Quality Ads

The Growing Divide

The divide between publishers and consumers has widened dramatically. With the implicit understanding that ads fund content production, consumers are looking for an improved internet experience.

Data Consumption
Easy Installation
Malware Protection
No Alternatives
Privacy Concerns
Enabled By Default

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