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Ad blocking has become a hot topic in the digital advertising world, however, there are many websites whose main source of revenue is the ads that appear next to their content. As ad blockers rise, content marketing, social media ads, and user-centric strategies are the future for reaching audiences in the age of ad blocking.

The opportunity to earn more money has led some websites to increase the space dedicated to advertising to the detriment of content. Therefore, the objective of this article is to evaluate and understand how to combat ad blocking and preserve ad revenue.

Ad blocking is a technology that prevents ads from appearing on websites or in mobile apps, it works by blocking ad scripts to remove advertising content. Ad blockers can identify ads in a number of ways, including analyzing the page for third-party tags and codes, and comparing them to a database of ad companies.

Furthermore, here are a few reasons why it is important to address ad blockers, 

  • First, ads are paid for only after they’ve appeared on a web page, or have been clicked, which means ad blockers can negatively impact advertisers and publishers by limiting the number of times their content is viewed and making it harder to track ad campaigns. 
  • Second, advertisers and publishers often rely on advertising revenue as their primary source of income, so ad blockers can significantly reduce their ability to generate revenue. 
  • Lastly, ad-blocking software is estimated to cost advertisers and publishers between ten to fifty percent of the total revenue generated by ads. That’s a lot of money to lose if a large portion of profit relies on digital advertising.

Understanding Ad Blocking

Definition and Mechanisms of Ad Blocking

Ad blockers are browser extensions or plugins that disable ads on specific web pages. The simplest and shortest explanation of the mechanics of ad blocking is this: a blocker prevents communication between a program that displays web content and servers that contain ads, or other elements that it is designed to block.

Hence, it is important to understand that nowadays ad blocking is powered not by super high-tech means, like artificial intelligence, but by what they call “Filters.” These filters are lists of rules for detecting advertisements and separating them from the desired content. Rules can describe various aspects of ad recognition, such as, the appearance of an element, behavior, upload address, all aspects that can be described in programming code.

It is also important to take note that the criteria for separating advertising from other, more desired forms of content, are usually determined by the deliberate decision of the filter's creator. The criteria of ad definition and the corresponding principles of blocking are described in filter’s policy.

Statistics and Trends in Ad Blocking Usage

According to statistics of 2021, among the 18 to 24 age group, 60% utilized ad blockers on their desktops and laptops, while a smaller proportion of 18% used them on smartphones. In the 25 to 34 age bracket, 47% of individuals employed ad blockers on their desktops and laptops, with 34% using this technology on smartphones. As for users aged 35 to 54 who utilized ad block software, 51% preferred it on desktops and laptops and 35% on smartphones. Among those aged 55 and above, 44% resorted to ad blockers on desktops and laptops, while a smaller percentage of 25% used ad blockers on their smartphones.

As we can see, ad blocker usage varies across age groups, with younger users showing higher preferences for desktop and laptop ad blockers. In comparison, older users have lower ad blocker adoption rates, especially for smartphones.

Why Users Install Ad Blockers

The benefit of blocking adverts is that they vastly enhance your browsing experience by eliminating invasive ads, video commercials, and heaps of irrelevant stuff. However, there are further advantages to putting in ad-blocking software:

  • Security: Cybercriminals sometimes use online advertising to spread malware; therefore, by blocking them, you can prevent your device from becoming infected.
  • Privacy: The program can also stop some third-party trackers from loading, so advertisers will no longer be able to gather data on your online activities. Even ad blockers can be used to prevent email tracking.
  • Speed: Websites will load faster since they won’t need to pack several plug-ins, advertising tags, and third-party analytics. You might experience better performance if you block advertisements.

Impact of Ad Blocking on Ad Revenue

With the rise of ad blockers, people have the power to control the ads they see or block them altogether. This has significant implications for advertisers and publishers, especially when it comes to mobile advertising because it could affect how websites get revenue and further ability to offer free content. Furthermore, ad-blocking software can have a significant negative impact on ad revenue for publishers and advertisers. According to a study in 2024, publishers are expected to lose $54 billion in ad revenue due to ad blocking, which is about 8% of global ad spend. This is in addition to the $116 billion in losses that could have occurred due to ad-filtering tools that allow users to choose non-intrusive ads.

Strategies to Combat Ad Blocking

Ad blocking is here to stay. So how can advertisers and publishers rescue their cost per impression?

Improving Ad Quality and Relevance

Consumers have shown a willingness to engage with ads if they’re tailored to their interests, and they’re more willing to have their data collected if it means creating a better online experience—but only if that data is being used responsibly and collected on consumers’ terms.

Therefore, to start with, digital marketers can make sure that they create relevant content by doing this:

  • Craft the right messaging for its customers and pique their interest to show that you know your audience, and cater directly to their interests. 
  • Embrace real-time marketing, to catch your audience when they’re in the mood to buy, and when they’re in the market to buy what’s advertised.

To keep generating leads in the future, you’ll need to embrace native advertising. However, consumers respond to native ads because they relate to the user they appear in front of. If the user is interested in what’s being advertised, then the line between advertising and quality content is successfully blurred.

Implementing Anti-Adblock Scripts

First, what is an anti-blocker script? An Anti Adblock Script is a piece of code that can be installed on a website or blog to detect when visitors are using ad blockers and prompt them to disable the ad blocker or whitelist the website. The script ensures that the website owner can continue to earn revenue from displaying ads, which is crucial for many bloggers and website owners

Offering Ad-Free Options

Providing content for a subscription can be a good solution for users annoyed by ads and for publishers who plan to benefit from their inventory. As publishers switch to subscription models, consumers pay for digital content with reduced or no ads. However, users are more open to ads when they don't have to pay for subscriptions or can get lower-priced options. Lighter and less intrusive ad experiences and incentivized ads like rewarded video ads are also better received by consumers.

While many consumers dislike ads on publisher websites, especially video ads, some have neutral feelings about them. Surprisingly, even users who use ad blockers are more likely to accept non-intrusive ad experiences. A Q2 2020 survey found that 47% of US internet users viewed website ads negatively, while only 10% had a favorable opinion. However, 41% reported a neutral attitude, suggesting they might tolerate ads as part of the overall publisher site experience.


In recent years, the presence of advertising on the Internet has become commonplace. Ads appear before and during the playback of videos, within the headers, footers, and sidebars of various social networking websites, blogs, and newspapers. In some cases, ads are even commingled with the webpage content in such a way that the ads become indistinguishable from non-advertising content. The prevalence, and often obtrusiveness, of internet advertising has incited the development and widespread use of adblocking software-a phenomenon that has, in turn, diminished the advertising revenue relied upon by many internet content providers.

The bottom line here is, as digital marketers, our best bet is to pre-empt users from blocking ads by producing accurately targeted, and genuinely interesting adverts based on research. With better advertising efforts, we’ll continue to get the clicks we need.

Looking for more ways to combat ad blocking and preserve ad revenue? Explore OnClickA's solutions for creating high-quality, user-friendly ad experiences that generate results. Visit our website today to learn more!


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Q: What is ad blocking and why is it a problem for publishers?
A: Ad blocking is software that prevents ads from appearing on websites. This can be a problem for publishers who rely on ad revenue to fund their content creation.

Q: Why do people use ad blockers?
A: People use ad blockers for a variety of reasons, including:

  • To improve website loading speed.
  • To avoid intrusive or irrelevant ads.
  • To protect their privacy from ad tracking.

Q: What can publishers do to combat ad blocking?
A: Here are a few strategies publishers can use to combat ad blocking:

  • Improve ad quality and relevance: Focus on delivering ads that are interesting and relevant to your audience.
  • Embrace native advertising: Integrate ads seamlessly into your content instead of relying on disruptive formats like pop-ups and banners.
  • Offer ad-free options: Provide subscription tiers with reduced or no ads alongside a free ad-supported tier.

Q: Are there other ways to combat ad blocking?
A: Some publishers use anti-adblock detection scripts. However, these can be intrusive and frustrate users. It's important to prioritize user experience over aggressive tactics.

Q: How can I learn more about creating user-friendly ad experiences?
A: Companies like OnClickA offer solutions to help publishers create high-quality, user-friendly ad experiences that generate revenue. Visit  OnClickA to learn more!