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 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 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.
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