Ad Blockers – The Whys, The Hows, The Solutions

Ad Blockers. Advertisers and publishers hate them. For users, however, they’re a tool of choice. Whether it’s to speed up browsing, avoid intrusive or repetitive ads, or prioritize privacy, more people are turning to ad blockers than ever before—especially on mobile and webAd blockers have sparked a heated debate in the digital landscape. While users often champion them for privacy and security—citing concerns like tracking, intrusive ads, or potential malware—advertisers and publishers see them as a roadblock to revenue and engagement. But what’s really driving the rise of ad blockers, and how can publishers adapt?

In this blog, we’ll explore the key aspects of ad blockers to help publishers better understand user behavior and take proactive steps to address it. Here’s what we’ll cover:

• What Is An Ad Blocker?
• Types Of Ad Blockers
• How Does Ad Blocking Work?
• How Do Websites Detect Ad Blockers?
• How Publishers Can Combat Ad Blockers

By the end, you’ll have actionable insights to navigate the challenges of ad blockers while optimizing your strategies for user experience and revenue growth.

What Is An Ad Blocker?

Ad blockers are tools users turn to for a smoother, less disruptive browsing experience. By essentially “switching off” the display of ads—whether it’s videos, pop-ups, sticky bars, banners, or overlays—they regain control over what they see online. We’ve already touched on a few reasons, but here are more common motivations behind ad blocker use:

• Too many ads interrupts their browsing flow.
• Annoying or irrelevant ads create a poor user experience.
• Pop-ups or autoplay videos are intrusive and distracting.
• Ads slow down page load times, especially on mobile.

It’s a tough reality for publishers, especially when stats show that “nearly 1 billion people worldwide use ad blockers,” with 31% of them in the U.S. The good news? Publishers can address some of these frustrations to recover visibility and revenue.

Are Ad Blockers Safe?

As with any plug-in or software download, it’s important to check reviews and stick to reputable sources to avoid browser compatibility issues or malware. Trusted options, like AdBlock Plus, reduce these risks and offer enhanced browsing experiences without relying on cookies—an appealing feature for privacy-conscious users. Whether free or paid, ad blockers provide a secure way to navigate the web while prioritizing online safety.

Types Of Ad Blockers

Are all Ad Blockers the same? Not quite. Different types of ad blockers are designed to meet various user needs, from faster page loads to enhanced privacy and malware protection. Here’s a breakdown of the most common types:

• DNS-Based/VPN-Based Ad Blockers: DNS (domain name system) and VPN (virtual private network) block ads appearing at the network level by redirecting ad requests to a DNS server or VPN. However, DNS-based blockers typically require users to configure their device to use a specific DNS server.
• Browser Extension Ad Blockers: Installed directly within a browser, these block ads on web pages, offering a cleaner browsing experience, and mobile users may reduce data usage.  
• Standalone App Ad Blockers: These are apps installed on a device, activated via settings, and are capable of blocking ads across apps and browsers. Beyond improving browsing experiences, they can also extend battery life on mobile devices.

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How Does Ad Blocking Work?

Ad blockers work by scanning the website’s code before it’s fully loaded, identifying and filtering out ad content before it appears on the page. Think of it like a security check at a venue: the ad blocker examines the incoming "guests" (scripts and elements) and identifies anything that resembles an ad. If the ad code matches a known pattern on the filter list, like EasyList, the blocker stops the ad’s script from running and blocks communication with the ad server. It then hides the designated ad space, ensuring no ad content is displayed to the user.

EasyList is a crucial filter list that defines which types of ads, tracking scripts, and cookies should be blocked. This list is continually updated to keep ad blockers effective, with new rules added based on evolving ad formats, user feedback, or code analysis. As advertisers create new ways to display ads, these lists adapt, ensuring ad blockers remain efficient at filtering out unwanted content.

How Do Websites Detect Ad Blockers?

Websites use various methods to detect ad blockers, often relying on script analysis and behavioral detection techniques. One common approach is to insert specific code, such as "bait" content or tracking scripts, into a page's source code. If an ad blocker detects and removes these elements, the website can identify that an ad blocker is active. Publishers might also use scripts from the Interactive Advertising Bureau (IAB) that test for ad blocking and trigger actions based on the detection, such as displaying a message prompting users to disable their ad blocker.

The motivation for websites to detect ad blockers goes beyond just recovering lost ad revenue. Ad blockers can cause broken page layouts or missing content, which can disrupt the overall user experience. These disruptions, like distorted visuals or incomplete pages, can lead to higher bounce rates and a diminished site experience. By detecting ad blockers, publishers can find ways to ensure their site functions properly, encouraging users to either disable the blocker or present alternative, non-intrusive ad experiences.

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How Publishers Can Combat Ad Blockers

Publishers can combat ad blockers through strategies like anti-ad blocker scripts, which prompt users to disable their blockers, and creating non-intrusive ad experiences that blend with content. They can also modify ad unit names to avoid detection or use plug-ins like Whitelist Requests for short-term results. A more effective solution is the "Acceptable Ads" program by AdBlock Plus, which allows ads that meet specific criteria to bypass blockers. Running direct, embedded ads without third-party scripts is another option, though it limits programmatic capabilities. The key is balancing revenue recovery with maintaining a positive user experience to avoid long-term traffic and SEO consequences.

Optimize Your Digital Ad Visibility With Next Millennium’s Programmatic Advertising

As users become more savvy about ad blockers, publishers must adapt to protect their content and revenue. At Next Millennium, we understand the importance of staying ahead of the curve in an evolving digital landscape. Our programmatic advertising solutions are designed not only to combat ad blockers but also to maintain the efficiency and power of your ad stack, ensuring a seamless user experience. With years of experience working alongside industry leaders and top brands, we've developed proprietary technology specifically aimed at overcoming ad blocker challenges. Our solutions help publishers recover lost revenue, optimize ad performance, and create a balanced experience that benefits both publishers and advertisers.

Are you facing ad blocking challenges on your site? We’re here to help you overcome them without compromising the user experience. Visit our What’s In It For Publishers page or get in touch with us today.