Advertising is the business model that has enabled sites, and the free web at large, to survive the test of time and remain free. However, it has not always been unanimous among users who have repeatedly tried to get rid of ads, often considered too intrusive. This is why developers have come up with ad blockers. But how do they work?
Ad blockers are more popular today than ever, but whether you are a simple internet user, website publisher Internet or advertiser, it can be interesting to understand how these tools manage to de-clutter the navigation of thousands of Internet users.
What is an ad blocker?
An ad blocker, or ad blocker, usually comes in the form of an extension that can be installed on its Navigator. To accomplish its task, the ad blocker analyzes each web page when it is opened to detect snippets of JavaScript code that allow dynamic display of advertisements, whether they are banners, pop-ups or videos. To successfully remove all snippets of code before the page has finished loading, ad blockers typically use a regularly updated list of JavaScript functions used by advertisers and websites.
The results are beneficial in many ways for users who end up with reduced load times. Fewer codes, images and animations also result in saving mobile data and battery on laptops, smartphones and tablets. Ad blockers are also used to limit the tracking of advertisers who use cookies third. It is therefore no longer possible for them to follow the browsing of Internet users to refine the advertising targeting.
Some ads are whitelisted by ad blockers when they believe they are acceptable and will not bother viewers. Some publishers of ad blockers do not hesitate to ask advertisers to pay to integrate this list. For users who want to support some sites but not others, the whitelist can also be customized.
Some of the most popular ad blocking solutions include:
- AdBlock Plus;
- AdBlock ;
- Poper Blocker ;
- Stands Fair AdBlocker ;
- uBlock Origin ;
- Ghostery.
A solution adopted by more and more users and developers
In 2021, almost half of internet users (42.7%) use an ad blocker according to Hootsuite. The Adblock extension alone has over 65 million users. Adblock is surely one of the most popular extensions, but other alternatives exist and are also very successful. But advertising blocking is starting to integrate more widely and is invading software and applications related to security such as VPN and security suites. Browsers oriented towards Protection of private life like Firefox, Brave or Opera are also starting to integrate an ad blocker natively and activated by default, removing the need to install a third-party adblocker.
Impact on sites and advertisers
This gain in browsing comfort obviously has an impact on websites and advertisers. Sites can see their revenues gradually decline if they have an advertising-based business model, which is why many online services and media are seen moving to subscription or subscription models. hybrids. As for advertisers, they have found other ways to promote their image on the Web like sponsored content or partnerships with creators.
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