The Rise of Ad Blockers: Should Advertisers Be Panicking?(!!)


Ad blockers have been around for years, but online advertisers all over the world have been freaking out about these software programs lately. Some news websites have even gone as far to say that ad blockers will herald the end of the Internet as we know it.

What exactly is going on with ad blockers, and as an online advertiser, should you be worried?

ad blockers 

What Are Ad Blockers?

Ad blockers – sometimes known as content blockers – are simple software programs that prevent ads from being shown on websites. Ad blockers are typically browser add-ons, and are available for the Chrome, Firefox, Opera, Safari, and Internet Explorer web browsers.

AdBlock Plus is the most popular ad blocker on the web. This browser plugin has been downloaded and installed millions of times, and is available for a range of different browsers. Although AdBlock Plus is the most popular ad blocker, dozens of alternatives are available.

Why Are Ad Blockers in the News?

Apple made headlines recently when it announced that iOS 9, the latest iteration of the mobile operating system that powers iPhones and iPads, would now support ad blocking technology.

what are ad blockers

Dean Murphy, a British software developer, created an ad blocking app for iOS called Crystal. The app, which was available on the Apple App Store for 99 cents, functioned similarly to AdBlock Plus and the other ad blockers on the market. Murphy told the media he did not create Crystal with the intent of making a fortune, but rather to develop his iOS programming skills.

In the week after Crystal was launched on September 16, Murphy earned $75,000 from sales of his app.

Marco Arment, creator of Instapaper and cofounder of Tumblr, also created an ad blocker for iOS, an app called Peace. The wildly successful app, which was downloaded tens of thousands of times, was pulled by Arment just 36 hours after it was launched when Arment experienced a “crisis of conscience” about Peace’s potential impact on sites that rely on advertising revenue to survive.

Why Is Ad Blocking So Controversial?

A vast majority of websites on the Internet exist thanks to online advertising. Millions of websites, from tiny blogs to huge corporate-owned magazines, depend on online advertising revenues in order to operate. As I mentioned, ad blockers have been available for years, but for Apple – one of the largest, wealthiest technology companies in the world – to openly support them is big news.

 all about ad blockers

Image via

Much of the angst surrounding Apple’s decision stems from the fact that by giving people the option to block online ads, many more people will actually do it. Although Android remains the biggest player in the mobile device market, significantly more people could adopt ad blockers now that they’re available on iOS for the first time, which could subsequently have a considerable impact on Internet advertising revenues.

According to data from Adobe and PageFair, adoption of desktop ad blockers has risen steadily in recent years, from approximately 21 million users in 2010 to more than 181 million users in January of this year:

ad blocker growth

Image via Adobe/PageFair

Some experts believe that adoption of mobile ad blockers, such as those now permitted on Apple’s iOS 9 platform, could exceed this figure considerably as the software programs become increasingly popular.

In terms of ad blockers’ potential impact on advertisers, opinions are mixed. The same report by Adobe and PageFair estimates that the rise of ad blocking technology could cost advertisers a total of more than $40 billion by next year:

impact of ad blockers

Image via Adobe/PageFair

However, other estimates are far more conservative, placing the potential economic damage at around $1 billion. Unfortunately, it’s impossible to say how bad the damage could be.

Although the most obvious reason that people use ad blockers is to eliminate ads from their web browsing experience, there are actually several other benefits of using them. By removing ads from the web pages users are served, page load times are often decreased considerably, and can also reduce data usage – good news for people with limited data plans.

ad blockers page load time

Another reason some people use ad blockers is that some advertisements make use of scripts – tiny, self-contained snippets of code that perform specific functions on a web page – that can be easily exploited to gain access to users’ sensitive information.

As many advertising platforms utilize tracking and behavioral monitoring technology that profiles user behavior based on the sites they visit, content blockers can be very attractive to people who do not want their online browsing preferences sold to advertisers and content delivery networks. This is what makes add-ons like Ghostery, which functions in a similar way to many ad blockers, so popular among privacy-minded users.

The Bad News About Ad Blockers

Let’s get the bad news out of the way first. The rise of ad blockers will affect advertisers – the real question is how, and how many. Some advertisers may notice a significant impact on the performance of their mobile PPC campaigns, whereas others might not notice any difference at all. In a way, you can think of this development in much the same way as Google’s “Mobilegeddon” algorithm update earlier this year – some sites were hit hard, and others didn’t even notice.

ad blockers impact

A mobile SERP before and after installation of an iOS 9 ad blocker, via @soundboy

Ad blockers affect the display of PPC and display ads, across Google AdWords, Bing Ads, and other advertising networks, meaning that advertisers with any type of active campaign could potentially be affected by increased adoption of these software programs.

If you’re running a PPC or display campaign targeting mobile users on Apple devices, and they have an ad blocker installed on their device, they won’t see your ads. It doesn’t matter what extensions you’re using, how many ad formats you’re taking advantage of, how good your ads are – if a user with an ad blocker searches for a keyword you’re bidding on, they won’t see your ads. At all.

before and after ad blockers

Example mobile site with ad blocking disabled (left) and enabled (right)

The Good News About Ad Blockers

It’s not all doom-and-gloom – there is some good news.

Mobile Ad Blockers Don’t Affect Desktop Search Campaigns

Although increasing use of ad blockers will affect some advertisers, it’s important to note that this whole situation was triggered by Apple’s decision to allow ad blockers to be downloaded and installed on mobile devices – this does not affect desktop campaigns whatsoever. If users aren’t using ad blockers on their desktops, your ads could still be shown as they always have.

It’s also worth remembering that most people don’t use any ad blockers at all, and just because Apple has allowed them on the App Store doesn’t mean all users are going to radically change their behavior.

You may also want to think about the targeting options of your campaigns. You should be doing this anyway, but by refining your targeting options, you can rest easy in the knowledge that your ad budget is being spent as wisely as it possibly can be by targeting your “perfect” audience.

Mobile Ad Blockers Don’t Affect Apps

Another plus is that ad blockers don’t affect app functionality, which is where most mobile device users spend their time – they only affect browser-based searches, and only then if the user has an ad blocker installed.

The Importance of Remarketing

The potential rise in ad blocker adoption means that remarketing, not just regular display campaigns, is now more important than ever, because remarketing is about focusing on bottom-line metrics such as conversions.

 how do ad blockers affect ad visibility

Image via Google

Impression data for display campaigns has always been difficult to quantify, but by focusing on remarketing, you’re ensuring that your campaigns are not just potentially reaching the right people, but the right people who are more likely to convert further down the funnel. Focus on clicks and conversions, not impressions – remember, more than half of display ad impressions aren’t even seen.

Ad Blockers Present New Opportunities for Native Advertising

One outcome of the renewed interest in ad blockers could be an increase in the popularity and prevalence of native advertising.

Native ads look, read, and appear just like “true” content, putting them beyond the reach of ad blocking technology. Native advertising has become increasingly popular in recent years, but could soon become even more popular if ad blocker adoption continues to rise. Not every advertiser will be able to implement a native advertising campaign (or should, even if they have the means), but it’s another direction that online advertising could take in the future.

Small Businesses Are the Least Likely to Be Affected

Since most small businesses aren’t seeing great conversion rates from mobile ads anyway, they are the least likely to be affected by increased adoption of ad blockers on mobile.

TL;DR: What Ad Blockers Mean for You

So, in summary:

  • Ad blockers are simple software programs that prevent online ads from being shown
  • Apple sparked a controversy by allowing ad blocking technology in iOS 9, the latest version of its mobile operating system
  • Increased adoption of ad blockers could affect real impressions for PPC and display advertisers (you think they're seeing your ad, but they're not)
  • Social media advertising will remain unaffected by ad blockers, for now
  • The best way to fight ad blockers is to diversify your advertising channels – across both search and social – and make sure you’re using all the ad targeting options available to you, to focus your spend on where it will deliver the most ROI

UPDATE: Google to Offer 'No Impression, No Charge' on Display Network

Google announced on Wednesday September 30 that it plans to introduce changes to the Display Network that will help advertisers' budgets go further. According to an official blog post, Google will soon no longer charge display network advertisers for impressions that are not viewable to users. If an ad isn't seen - whether due to an ad being below the fold, in a background browser tab, or scrolled out of view - the advertiser won't be charged. Although it doesn't explicitly say so, this move seems a likely reaction to the increased concern about the adoption of ad blocking technology, though the problems outlined in the post have certainly been an issue for Display Network advertisers for some time.

Edit: This post was updated on 10/6 to reflect the fact that some ad blockers can eliminate the visibility of ads on social media platforms such as Facebook and Twitter on desktop clients.

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Oct 03, 2015

"ad blockers cannot block ads displayed on Facebook" - when I enable notorious ABP Chrome desktop
plugin, sponsored posts disappear from my FB feed. Same thing happens with Twitter and LinkedIn
(ads 100% native). Even this very page gets its images stripped off when the plugin is turned on!

Dan Shewan
Oct 06, 2015

This is true -- I've edited the post to reflect this.

Something desktop advertisers should consider, however, is the Ad Block Plus "Acceptable Ads" program that allows advertisers to circumvent the blocking functionality of the plugin for a fee. Since this feature is turned on by default (and is therefore unlikely to be touched by many users), and the list of "acceptable advertisers" is growing, it seems probable that a great many ads on Facebook will slip through the net on desktop.

Thanks for taking the time to comment.

Oct 04, 2015

I think this is good move by Apple and Google Because due to ads some times user face difficulty in reading blogs post.

Dan Shewan
Oct 06, 2015

I think a lot of people would agree with you, Rahul. Some sites could definitely benefit from a little more discretion about their advertising choices.

Jason Woodson
Nov 08, 2015

Damage?, lol its not damage, its progress and a very positive progress at that. Every computer should have extensive, with news updates and a string for 0 day ads to auto block them. Ads are bad and I have seen nothing positive to come from a web ad. I don't want to see any ad or have a product shove in my face as it annoying and very unprofessional. I proudly use uBlock and Adtrap and always encourage others to do the same as it only makes the internet a better place. Yes, I know it could take down 1/3 on the net as they rely on ads to survive but if it takes ads for ANY company to survive then they don't need to be in business in the first place. Yes, I definitely aware that Google and Youtube survive on ads and if they go down that's fine just so long as the ads are gone.

Dec 06, 2015

About your question… with seven billion hours of movie being
viewed on Youtube every month, waiting for the algorithm to the office its secret may not be ideal.

Jun 02, 2016

That is a very naive view of advertising on the internet. While there is a lot of garbage advertising out there, there is also a lot of well-done advertising also. Google has set the standard for that with very non-intrusive, even helpful ads on their search engine results page. They are fully aware of ad blocking and are trying to constantly improve the user experience regarding them.

Just because you personally do not find them helpful, does not mean others do not. Plenty of people click the ads to find products and shop (It's how Google shopping even exists). Statements like "Ads are bad" show that you do not have an understanding of what advertising is supposed to achieve in the first place.

Many people around the world use the internet now, but someone has to pay for the infrastructure and improvements. Believe it or not, that comes from advertisers and those who serve those ads. Do you know what the alternative is? Paywalls for content. We are already seeing it start on news websites. Would you like all content to be pay-walled?

1/3rd is a very conservative estimate. And saying "any company that needs ads to survive" is foolish. Even major companies like Coca-Cola and Disney advertise, and no one doubts they'll be around for a long time. There are very, very few consumer-facing companies that do not do some sort of advertising, whether it be through social media or traditional print and television.

It sounds to me like you simply want something for free. Sorry, but the internet you enjoy using is not free, and has to be paid for. And if you get rid of ads, I hope you are ready to open your wallet as all content will be gated through paywalls and subscriptions.

Dec 18, 2015

i started a blog recently ( one week back). is there any chance that my website can still make money if adblocks are used all over. please help with this. i spent lot of time for creating this website.

Mar 06, 2016

Block Google Adwords when you search for information
Google announced that it had added a fourth adwords ad when you search for information using business keywords . For me it is the straw that broke the camel

We can hardly see the more natural results , I have more than enough

So do not hesitate to install this Chrome extension, and this will make you disappear adwords ads on the top of the results.

PS: Google Shopping results are not affected

Mar 07, 2016

Take a look at Adwords Blocker for chrome, if you want to make disappear adwords text ads on the top of the results.

May 04, 2016

Great article, it really encompasses the whole economic impact of the rise in ad blocking. I agree that ad blocking is costing some retailers to lose money but there are many other ways to retarget consumers. Advertisers will always find a way around ad blocking. The use of product placement, in app ads, and the "no impression no charge" policy decreases the amount of money retailers waste.

Sep 07, 2017

I use Adblock and any webmaster who thinks I'm cheating them can rim my asshole and lick my sweating nutsack !

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