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Ad Blocking. Why People Don’t Want to See Online Ads and What to Do About It?
May 23, 2025
In recent years, ad blockers have become more and more popular. According to different researches, the number of people using ad blockers is growing fast around the world. This creates big problems for advertisers and media platforms. Around one-third of all internet users use ad blockers.
But is this a big danger, or can it be a chance to improve digital advertising?
But is this a big danger, or can it be a chance to improve digital advertising?
Internet Advertising Cemetery
The main problem with internet ads is that they are annoying from user perspective. Ad blockers help users remove all the types of ads that don’t match what they want to see.
What types of online ads are already dead?
What types of online ads are already dead?
- Pop-ups, pop-unders, and splash ads. These are banners that block part or all of the website. People prefer to leave the site instead of searching for a close button.
- Auto-playing videos with sound. Loud sounds distract users or even scare them. This makes users angry, and advertisers don’t want to be linked with bad emotions.
- New tab ads (pop-up windows). These were so annoying that now most browsers block them by default.
Why and Why Use Ad Block?
Most often, people aged 25–34 use ad blockers. Men use them more often than women.
Why do users block online ads?
Ad blocking shows that the advertising industry needs to focus more on what users want. Advertisers can adapt by using better ad formats that are harder to block.
Why do users block online ads?
- They see the clear benefits. Ad blockers remove ads (wow, what a surprise!). But this also takes money away from websites.
- Some browsers have built-in ad blockers. For example, Opera and Firefox already include ad-blocking tools, so people don’t need to install anything extra extentions.
- Ads and trackers slow down websites. Sometimes, about half of the data on a website is just ads. For Western countries, mobile traffic is worth it's weight in gold.
- Loss of privacy. Ads have become so accurate that users feel like they are being watched or followed.
- Cybercrime. Criminals use ads too. For example, the FBI recommends for USA users install ad blockers to prevent fishing attacks.
Ad blocking shows that the advertising industry needs to focus more on what users want. Advertisers can adapt by using better ad formats that are harder to block.
How Can Advertisers Avoid Ad Blockers?
Ad blocking isn’t new technology. The first AdBlock ex appeared in 2002 as an extention for Mozilla Firefox. Since then, websites and marketers have been fighting ad blockers. Today, both sides use more advanced methods.
At UMG, we offer smart tools for ad campaigns. Our solutions help websites make more money and give users a better experience. We help manage ad campaigns well and save on budget.
Any other methods to avoid ad blocking?
Some websites offer an ad-free version in subscribtions. But a SurveyMonkey research for AdGuard shows that most people prefer using ad blockers instead of paying. So, ad-free browsing can be a nice extra feature but not the main reason to pay you money.
At UMG, we offer smart tools for ad campaigns. Our solutions help websites make more money and give users a better experience. We help manage ad campaigns well and save on budget.
Any other methods to avoid ad blocking?
- Dynamic CSS and HTML. Websites can use JavaScript to change the names of ad elements. Ad blockers look for patterns like “ad,” “banner,” or “sponsor,” so changing names helps avoid detection.
- Server-side ads. Ads can be loaded from the server, together with the rest of the website. This way, blockers can’t stop them in time.
- Built-in ads. Ads can be part of product cards, menus, search tips, or recommendation blocks. Users see them as useful content.
- First-party ads. Ads come from the same domain as the website, not from outside ad networks. This also helps bypass blockers.
- Soft persuasion. Some websites politely ask users to turn off their ad blocker. This only works if the website has a strong brand and loyal users.
Some websites offer an ad-free version in subscribtions. But a SurveyMonkey research for AdGuard shows that most people prefer using ad blockers instead of paying. So, ad-free browsing can be a nice extra feature but not the main reason to pay you money.
Where is it Hard to Block Ads?
These are typically types of advertisements that are not played through a web browser.
For example:
So, ad blocking is not just a problem — it’s also a chance for the ad industry to improve and create better user-friendly solutions. With UMG, you can build a full advertising ecosystem — from buying ads to monetizing them — using DSP, SSP, AdEx, and DMP tools.
For example:
- Operating system interfaces. For example, Smart TV systems or Android phones. Blocking ads here often requires root access, which is quite risky and difficult.
- Mobile apps. Even though there are mobile ad blockers, they can’t block all ads, especially in apps. On iOS and iPadOS, they only block ads in the browser.
- Video players. Sometimes, the ad is part of the video. Then it’s hard to block without turning off the video player.
- Public Wi-Fi login pages. To use free Wi-Fi, people often need to go through a login page that shows ads. If you don’t view the ad, you may not get access to the internet.
So, ad blocking is not just a problem — it’s also a chance for the ad industry to improve and create better user-friendly solutions. With UMG, you can build a full advertising ecosystem — from buying ads to monetizing them — using DSP, SSP, AdEx, and DMP tools.