The State Of Online Ad Blocking

The State Of Online Ad Blocking in 2023 Chris Byrne

Independent Digital Marketing Consultant since 2008.

What is Ad blocking? “Ad blocking or ad filtering is a type of software (or less commonly, a computer hardware device), that can remove or alter advertising content from a webpage, website, or a mobile app.” - Wikipedia.org

The Stats - 2022 18% of Internet Users in the UK are using an adblocker (pagefair.com data based on aggregate, anonymized traffic data recorded by Blockthrough on sites where their adblock monetisation technology is live)

Previous stats from Feb 2020: c. 24% of people in UK surveyed had ever downloaded an ad blocker and were currently using one * Conducted by YouGov on behalf of IAB UK, Feb 2020

Why Block Ads? “Creepy re-marketing ads following you around the internet” - Me

https://www.audienceproject.com 2020 (14K surveyed)

Who?

In Practice

Acceptable Ads Ads that aren’t intrusive or annoying. They are respectful, don’t interfere with content, and are clearly labelled with the word “advertisement” or its equivalent. In order for an ad to be an “Acceptable Ad”, it must adhere to standards that have been set forth by the Acceptable Ads Committee (now independent).

Ads that abide by these standards are placed on a whitelist. https://adblockplus.org/acceptable-ads

CC Cleaner Browser Privacy Guard

Adblock Plus “blocks all annoying ads, and supports websites by not blocking unobtrusive ads by default”. Chrome - 10M+ users Firefox – 4.5M users

Why Stabilisation ?   Shift to browsing on mobile devices Publishers and tech companies asserting more discipline around the display of annoying ads like pop-ups and autoplay videos with sound on.

Press Gazette tested the ABP Chrome extension on every major online news website serving the UK in 2020 and found that less than half (40%) take action against ad-blockers. Major sites as Daily Mail, Sun Online and Mirror Online were taking no action to prevent ad-blocking. Daily Mail has since blocked ad block users.

Mobile   Chrome for Android has no extension support. Adshield – Chrome etc

DNS-based interception (VPN mode) for most modern browsers (e.g. Chrome)
Rule-based interception (Enhanced Browsing) specially for Yandex Browser  Samsung Internet - Adguard

Tech is Evolving

   One of the easiest ways to block ads on modern Android smartphones is by changing to an ad-blocking service’s private DNS provider. Only works on Android phones with Android 9 Pie and above, as the Private DNS setting was introduced with this version of the OS. “Ghostery: Online Privacy Made Easy” conflation of privacy and ad blocking Research AI technology achieves 93% accuracy in detecting sites that successfully circumvent ad blockers

The 2021 iOS 14.5 software update had a feature which lets users opt out of ad tracking on a perapp basis has triggered a collapse in Facebook’s ability to collect user data

DOWNLOADS PODCASTS - You tap a podcast and AdSkipPro downloads it. FINDS THE ADS - After downloading, AdSkipPro automatically finds the ads. This takes 1 or 2 minutes, depending on your device and the length of the podcast. It can even download and find ads while you’re listening to another podcast, so you never have to wait. PLAYS THE PODCASTS - AdSkipPro plays the podcasts, just like every other podcast app

Mind The Gaps

Native Advertising Platforms Outbrain ads NOT blocked in my test on https://pagesix.com/2023/05/14/taylorswift-gives-shout-out-to-ryan-reynoldsblake-livelys-kids-at-concert/ with AdBlock Plus plugin with Acceptable Ads allowed . Amazon Ublock Origin blocks sponsored listings (not

When Google announced a collection of changes — known as Manifest V3 — coming to the Chrome extensions platform in late 2022, there was concern that this would be the end for (some) ad blockers. V3 would disallow extensions from using remotely-hosted code. Instead, all code run by the extension would be required to be present on the extension’s package when uploaded to the webstore.

AdBlock Plus now has perceptual ad blocking: visually detecting ads is a more scalable method than applying tens of thousands of (manually created!) filter rules.

 Implications for sales / SEO and PPC strategies inc. targeting. Less adblocking on smartphones - more difficult to ad-block in mobile apps than in browsers  Some of the recent new / next generations of internet users may be ‘invisible’ to digital advertisers in certain markets. Need for SEO / Content Strategy to engage the adblocking

 Possible to track site users’ Adblock use (e.g. with GTM) .

What is the difference in content consumption between people who block ads and those that don’t? 2. How many Users are blocking ads? 3. Do people who use ad blocking technologies end up being more loyal visitors? https://www.kaushik.net/avinash/adblock-tracking-google-analytics-code-metrics-reports/

  Need test your sites using the popular ad blockers (e.g. Ad Block, Ad Block Plus) on desktop, tablet and smartphone operating systems & various browsers. How will online newspaper & magazine publishers pay for content if customers won’t see or click on ads?

Study in Management Science Journal 2020

Slides: www.seolondonsurrey.co.uk/blog Email: chris@seolondonsurrey.co.uk @SEOTipsnTricks

The State Of Online Ad Blocking in 2023 Chris Byrne