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id="toc-Prevalence" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Prevalence"> <div class="vector-toc-text"> 3 Prevalence </div> </a> <ul id="toc-Prevalence-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Benefits" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Benefits"> <div class="vector-toc-text"> 4 Benefits </div> </a> <button aria-controls="toc-Benefits-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> Toggle Benefits subsection </button> <ul id="toc-Benefits-sublist" class="vector-toc-list"> <li id="toc-User_experience" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#User_experience"> <div class="vector-toc-text"> 4.1 User experience </div> </a> <ul id="toc-User_experience-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Security" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Security"> <div class="vector-toc-text"> 4.2 Security </div> </a> <ul id="toc-Security-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Monetary" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Monetary"> <div class="vector-toc-text"> 4.3 Monetary </div> </a> <ul id="toc-Monetary-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Methods" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Methods"> <div class="vector-toc-text"> 5 Methods </div> </a> <button aria-controls="toc-Methods-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> Toggle Methods subsection </button> <ul id="toc-Methods-sublist" class="vector-toc-list"> <li id="toc-Browser_integration" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Browser_integration"> <div class="vector-toc-text"> 5.1 Browser integration </div> </a> <ul id="toc-Browser_integration-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-External_programs" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#External_programs"> <div class="vector-toc-text"> 5.2 External programs </div> </a> <ul id="toc-External_programs-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Hosts_file_and_DNS_manipulation" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Hosts_file_and_DNS_manipulation"> <div class="vector-toc-text"> 5.3 Hosts file and DNS manipulation </div> </a> <ul id="toc-Hosts_file_and_DNS_manipulation-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-DNS_filtering" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#DNS_filtering"> <div class="vector-toc-text"> 5.4 DNS filtering </div> </a> <ul id="toc-DNS_filtering-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Recursive_Local_VPN" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Recursive_Local_VPN"> <div class="vector-toc-text"> 5.5 Recursive Local VPN </div> </a> <ul id="toc-Recursive_Local_VPN-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Hardware_devices" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Hardware_devices"> <div class="vector-toc-text"> 5.6 Hardware devices </div> </a> <ul id="toc-Hardware_devices-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-By_external_parties_and_internet_providers" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#By_external_parties_and_internet_providers"> <div class="vector-toc-text"> 5.7 By external parties and internet providers </div> </a> <ul id="toc-By_external_parties_and_internet_providers-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-Economic_consequences_for_online_business" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Economic_consequences_for_online_business"> <div class="vector-toc-text"> 6 Economic consequences for online business </div> </a> <ul id="toc-Economic_consequences_for_online_business-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Business_models" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Business_models"> <div class="vector-toc-text"> 7 Business models </div> </a> <ul id="toc-Business_models-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Response_from_publishers" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#Response_from_publishers"> <div class="vector-toc-text"> 8 Response from publishers </div> </a> <button aria-controls="toc-Response_from_publishers-sublist" class="cdx-button cdx-button--weight-quiet cdx-button--icon-only vector-toc-toggle"> Toggle Response from publishers subsection </button> <ul id="toc-Response_from_publishers-sublist" class="vector-toc-list"> <li id="toc-Countermeasures" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Countermeasures"> <div class="vector-toc-text"> 8.1 Countermeasures </div> </a> <ul id="toc-Countermeasures-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-Alternatives" class="vector-toc-list-item vector-toc-level-2"> <a class="vector-toc-link" href="#Alternatives"> <div class="vector-toc-text"> 8.2 Alternatives </div> </a> <ul id="toc-Alternatives-sublist" class="vector-toc-list"> </ul> </li> </ul> </li> <li id="toc-See_also" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#See_also"> <div class="vector-toc-text"> 9 See also </div> </a> <ul id="toc-See_also-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-References" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> 10 References </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" id="vector-page-titlebar-toc-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-vector-page-titlebar-toc" class="vector-dropdown-checkbox " aria-label="Toggle the table of contents" > <label id="vector-page-titlebar-toc-label" for="vector-page-titlebar-toc-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--icon-only " aria-hidden="true" > Toggle the table of contents </label> <div class="vector-dropdown-content"> <div id="vector-page-titlebar-toc-unpinned-container" class="vector-unpinned-container"> </div> </div> </div> </nav> <h1 id="firstHeading" class="firstHeading mw-first-heading">Ad blocking</h1> <div id="p-lang-btn" class="vector-dropdown mw-portlet mw-portlet-lang" > <input type="checkbox" id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. Available in 25 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-25" aria-hidden="true" > 25 languages </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-af mw-list-item"><a href="https://af.wikipedia.org/wiki/Advertensieblokkering" title="Advertensieblokkering – Afrikaans" lang="af" hreflang="af" data-title="Advertensieblokkering" data-language-autonym="Afrikaans" data-language-local-name="Afrikaans" class="interlanguage-link-target">Afrikaans</a></li><li class="interlanguage-link interwiki-ar mw-list-item"><a href="https://ar.wikipedia.org/wiki/%D9%85%D9%86%D8%B9_%D8%A7%D9%84%D8%A5%D8%B9%D9%84%D8%A7%D9%86%D8%A7%D8%AA" title="منع الإعلانات – Arabic" lang="ar" hreflang="ar" data-title="منع الإعلانات" data-language-autonym="العربية" data-language-local-name="Arabic" class="interlanguage-link-target">العربية</a></li><li class="interlanguage-link interwiki-bg mw-list-item"><a href="https://bg.wikipedia.org/wiki/%D0%A4%D0%B8%D0%BB%D1%82%D1%80%D0%B8%D1%80%D0%B0%D0%BD%D0%B5_%D0%BD%D0%B0_%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D0%B8" title="Филтриране на реклами – Bulgarian" lang="bg" hreflang="bg" data-title="Филтриране на реклами" data-language-autonym="Български" data-language-local-name="Bulgarian" class="interlanguage-link-target">Български</a></li><li class="interlanguage-link interwiki-ca mw-list-item"><a href="https://ca.wikipedia.org/wiki/Bloqueig_de_publicitat" title="Bloqueig de publicitat – Catalan" lang="ca" hreflang="ca" data-title="Bloqueig de publicitat" data-language-autonym="Català" data-language-local-name="Catalan" class="interlanguage-link-target">Català</a></li><li class="interlanguage-link interwiki-cs mw-list-item"><a href="https://cs.wikipedia.org/wiki/Blokov%C3%A1n%C3%AD_reklamy" title="Blokování reklamy – Czech" lang="cs" hreflang="cs" data-title="Blokování reklamy" data-language-autonym="Čeština" data-language-local-name="Czech" class="interlanguage-link-target">Čeština</a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Werbeblocker" title="Werbeblocker – German" lang="de" hreflang="de" data-title="Werbeblocker" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target">Deutsch</a></li><li class="interlanguage-link interwiki-es mw-list-item"><a href="https://es.wikipedia.org/wiki/Bloqueo_de_publicidad" title="Bloqueo de publicidad – Spanish" lang="es" hreflang="es" data-title="Bloqueo de publicidad" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target">Español</a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%A8%D9%84%D8%A7%DA%A9_%DA%A9%D8%B1%D8%AF%D9%86_%D8%AA%D8%A8%D9%84%DB%8C%D8%BA%D8%A7%D8%AA" title="بلاک کردن تبلیغات – Persian" lang="fa" hreflang="fa" data-title="بلاک کردن تبلیغات" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target">فارسی</a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Logiciel_antipub" title="Logiciel antipub – French" lang="fr" hreflang="fr" data-title="Logiciel antipub" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target">Français</a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EA%B4%91%EA%B3%A0_%EC%B0%A8%EB%8B%A8" title="광고 차단 – Korean" lang="ko" hreflang="ko" data-title="광고 차단" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target">한국어</a></li><li class="interlanguage-link interwiki-id mw-list-item"><a href="https://id.wikipedia.org/wiki/Pemblokiran_iklan" title="Pemblokiran iklan – Indonesian" lang="id" hreflang="id" data-title="Pemblokiran iklan" data-language-autonym="Bahasa Indonesia" data-language-local-name="Indonesian" class="interlanguage-link-target">Bahasa Indonesia</a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Blocco_della_pubblicit%C3%A0" title="Blocco della pubblicità – Italian" lang="it" hreflang="it" data-title="Blocco della pubblicità" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target">Italiano</a></li><li class="interlanguage-link interwiki-he mw-list-item"><a href="https://he.wikipedia.org/wiki/%D7%97%D7%95%D7%A1%D7%9D_%D7%A4%D7%A8%D7%A1%D7%95%D7%9E%D7%95%D7%AA" title="חוסם פרסומות – Hebrew" lang="he" hreflang="he" data-title="חוסם פרסומות" data-language-autonym="עברית" data-language-local-name="Hebrew" class="interlanguage-link-target">עברית</a></li><li class="interlanguage-link interwiki-lt mw-list-item"><a href="https://lt.wikipedia.org/wiki/Internetin%C4%97s_reklamos_blokavimas" title="Internetinės reklamos blokavimas – Lithuanian" lang="lt" hreflang="lt" data-title="Internetinės reklamos blokavimas" data-language-autonym="Lietuvių" data-language-local-name="Lithuanian" class="interlanguage-link-target">Lietuvių</a></li><li class="interlanguage-link interwiki-lmo mw-list-item"><a href="https://lmo.wikipedia.org/wiki/Bloch_di_reclam" title="Bloch di reclam – Lombard" lang="lmo" hreflang="lmo" data-title="Bloch di reclam" data-language-autonym="Lombard" data-language-local-name="Lombard" class="interlanguage-link-target">Lombard</a></li><li class="interlanguage-link interwiki-ms mw-list-item"><a href="https://ms.wikipedia.org/wiki/Penyekatan_iklan" title="Penyekatan iklan – Malay" lang="ms" hreflang="ms" data-title="Penyekatan iklan" data-language-autonym="Bahasa Melayu" data-language-local-name="Malay" class="interlanguage-link-target">Bahasa Melayu</a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%82%A2%E3%83%89%E3%83%96%E3%83%AD%E3%83%83%E3%82%AF" title="アドブロック – Japanese" lang="ja" hreflang="ja" data-title="アドブロック" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target">日本語</a></li><li class="interlanguage-link interwiki-no mw-list-item"><a href="https://no.wikipedia.org/wiki/Annonseblokkering" title="Annonseblokkering – Norwegian Bokmål" lang="nb" hreflang="nb" data-title="Annonseblokkering" data-language-autonym="Norsk bokmål" data-language-local-name="Norwegian Bokmål" class="interlanguage-link-target">Norsk bokmål</a></li><li class="interlanguage-link interwiki-pt mw-list-item"><a href="https://pt.wikipedia.org/wiki/Bloqueio_de_an%C3%BAncios" title="Bloqueio de anúncios – Portuguese" lang="pt" hreflang="pt" data-title="Bloqueio de anúncios" data-language-autonym="Português" data-language-local-name="Portuguese" class="interlanguage-link-target">Português</a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%91%D0%BB%D0%BE%D0%BA%D0%B8%D1%80%D0%BE%D0%B2%D0%BA%D0%B0_%D0%B8%D0%BD%D1%82%D0%B5%D1%80%D0%BD%D0%B5%D1%82-%D1%80%D0%B5%D0%BA%D0%BB%D0%B0%D0%BC%D1%8B" title="Блокировка интернет-рекламы – Russian" lang="ru" hreflang="ru" data-title="Блокировка интернет-рекламы" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target">Русский</a></li><li class="interlanguage-link interwiki-sl mw-list-item"><a href="https://sl.wikipedia.org/wiki/Blokiranje_reklam" title="Blokiranje reklam – Slovenian" lang="sl" hreflang="sl" data-title="Blokiranje reklam" data-language-autonym="Slovenščina" data-language-local-name="Slovenian" class="interlanguage-link-target">Slovenščina</a></li><li class="interlanguage-link interwiki-sv mw-list-item"><a href="https://sv.wikipedia.org/wiki/Reklamblockerare" title="Reklamblockerare – Swedish" lang="sv" hreflang="sv" data-title="Reklamblockerare" data-language-autonym="Svenska" data-language-local-name="Swedish" class="interlanguage-link-target">Svenska</a></li><li class="interlanguage-link interwiki-tr mw-list-item"><a href="https://tr.wikipedia.org/wiki/Reklam_engelleme" title="Reklam engelleme – Turkish" lang="tr" hreflang="tr" data-title="Reklam engelleme" data-language-autonym="Türkçe" data-language-local-name="Turkish" class="interlanguage-link-target">Türkçe</a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Ch%E1%BA%B7n_qu%E1%BA%A3ng_c%C3%A1o" title="Chặn quảng cáo – Vietnamese" lang="vi" hreflang="vi" data-title="Chặn quảng cáo" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target">Tiếng Việt</a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a 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searchaux" style="display:none">Software feature removing online advertising in a web browser or application</div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">"Adblock" redirects here. For the extension by Eyeo GmbH, see <a href="/wiki/Adblock_Plus" title="Adblock Plus">Adblock Plus</a>. 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.sidebar-content{padding:0 0.5em 0.4em}.mw-parser-output .sidebar-content-with-subgroup{padding:0.1em 0.4em 0.2em}.mw-parser-output .sidebar-above,.mw-parser-output .sidebar-below{padding:0.3em 0.8em;font-weight:bold}.mw-parser-output .sidebar-collapse .sidebar-above,.mw-parser-output .sidebar-collapse .sidebar-below{border-top:1px solid #aaa;border-bottom:1px solid #aaa}.mw-parser-output .sidebar-navbar{text-align:right;font-size:115%;padding:0 0.4em 0.4em}.mw-parser-output .sidebar-list-title{padding:0 0.4em;text-align:left;font-weight:bold;line-height:1.6em;font-size:105%}.mw-parser-output .sidebar-list-title-c{padding:0 0.4em;text-align:center;margin:0 3.3em}@media(max-width:640px){body.mediawiki .mw-parser-output .sidebar{width:100%!important;clear:both;float:none!important;margin-left:0!important;margin-right:0!important}}body.skin--responsive .mw-parser-output .sidebar a>img{max-width:none!important}@media screen{html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar nomobile nowraplinks hlist"><tbody><tr><td class="sidebar-pretitle">Part of a series on</td></tr><tr><th class="sidebar-title-with-pretitle"><a href="/wiki/Online_advertising" title="Online advertising">Internet marketing</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Search_engine_optimization" title="Search engine optimization">Search engine optimization</a></li> <li><a href="/wiki/Local_search_engine_optimisation" title="Local search engine optimisation">Local search engine optimisation</a></li> <li><a href="/wiki/Social_media_marketing" title="Social media marketing">Social media marketing</a></li> <li><a href="/wiki/Email_marketing" title="Email marketing">Email marketing</a></li> <li><a href="/wiki/Referral_marketing" title="Referral marketing">Referral marketing</a></li> <li><a href="/wiki/Content_marketing" title="Content marketing">Content marketing</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Search_engine_marketing" title="Search engine marketing">Search engine marketing</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Pay-per-click" title="Pay-per-click">Pay-per-click</a></li> <li><a href="/wiki/Cost_per_impression" title="Cost per impression">Cost per impression</a></li> <li><a href="/wiki/Search_analytics" title="Search analytics">Search analytics</a></li> <li><a href="/wiki/Web_analytics" title="Web analytics">Web analytics</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></th></tr><tr><td class="sidebar-content"> <ul><li><a class="mw-selflink selflink">Ad blocking</a></li> <li><a href="/wiki/Contextual_advertising" title="Contextual advertising">Contextual advertising</a></li> <li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Affiliate_marketing" title="Affiliate marketing">Affiliate marketing</a></th></tr><tr><td class="sidebar-content"> <ul><li><a href="/wiki/Cost_per_action" title="Cost per action">Cost per action</a></li> <li><a href="/wiki/Revenue_sharing" title="Revenue sharing">Revenue sharing</a></li></ul></td> </tr><tr><th class="sidebar-heading" style="background:#ddddff;"> <a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></th></tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Internet_marketing" title="Template:Internet marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Internet_marketing" title="Template talk:Internet marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Internet_marketing" title="Special:EditPage/Template:Internet marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> Ad blocking or ad filtering is a <a href="/wiki/Software" title="Software">software</a> capability for blocking or altering <a href="/wiki/Online_advertising" title="Online advertising">online advertising</a> in a <a href="/wiki/History_of_the_web_browser" title="History of the web browser">web browser</a>, an <a href="/wiki/Application_software" title="Application software">application</a> or a network. This may be done using <a href="/wiki/Browser_extension" title="Browser extension">browser extensions</a> or other methods. <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=1" title="Edit section: History">edit</a>]</div> The first ad blocker was Internet Fast Forward, a <a href="/wiki/Plug-in_(computing)" title="Plug-in (computing)">plugin</a> for the <a href="/wiki/Netscape_Navigator" title="Netscape Navigator">Netscape Navigator</a> browser, developed by PrivNet and released in 1996.<a href="#cite_note-1">[1]</a><a href="#cite_note-2">[2]</a> The <a href="/wiki/AdBlock" title="AdBlock">AdBlock</a> extension for Firefox was developed in 2002, with Adblock Plus being released in 2006.<a href="#cite_note-3">[3]</a> <a href="/wiki/UBlock_Origin" title="UBlock Origin">uBlock Origin</a>, originally called "uBlock", was first released in 2014.<a href="#cite_note-4">[4]</a> <div class="mw-heading mw-heading2"><h2 id="Technologies_and_native_countermeasures">Technologies and native countermeasures</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=2" title="Edit section: Technologies and native countermeasures">edit</a>]</div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">See also: <a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></div> <style data-mw-deduplicate="TemplateStyles:r1251242444">.mw-parser-output .ambox{border:1px solid #a2a9b1;border-left:10px solid #36c;background-color:#fbfbfb;box-sizing:border-box}.mw-parser-output .ambox+link+.ambox,.mw-parser-output .ambox+link+style+.ambox,.mw-parser-output .ambox+link+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+style+.ambox,.mw-parser-output .ambox+.mw-empty-elt+link+link+.ambox{margin-top:-1px}html body.mediawiki .mw-parser-output .ambox.mbox-small-left{margin:4px 1em 4px 0;overflow:hidden;width:238px;border-collapse:collapse;font-size:88%;line-height:1.25em}.mw-parser-output .ambox-speedy{border-left:10px solid #b32424;background-color:#fee7e6}.mw-parser-output .ambox-delete{border-left:10px solid #b32424}.mw-parser-output .ambox-content{border-left:10px solid #f28500}.mw-parser-output .ambox-style{border-left:10px solid #fc3}.mw-parser-output .ambox-move{border-left:10px solid #9932cc}.mw-parser-output .ambox-protection{border-left:10px solid #a2a9b1}.mw-parser-output .ambox .mbox-text{border:none;padding:0.25em 0.5em;width:100%}.mw-parser-output .ambox .mbox-image{border:none;padding:2px 0 2px 0.5em;text-align:center}.mw-parser-output .ambox .mbox-imageright{border:none;padding:2px 0.5em 2px 0;text-align:center}.mw-parser-output .ambox .mbox-empty-cell{border:none;padding:0;width:1px}.mw-parser-output .ambox .mbox-image-div{width:52px}@media(min-width:720px){.mw-parser-output .ambox{margin:0 10%}}@media print{body.ns-0 .mw-parser-output .ambox{display:none!important}}</style><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></div></td><td class="mbox-text"><div class="mbox-text-span">This section does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a>. Please help <a href="/wiki/Special:EditPage/Ad_blocking" title="Special:EditPage/Ad blocking">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>. (April 2023) (<a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a>)</div></td></tr></tbody></table> Online advertising exists in a variety of forms, including <a href="/wiki/Web_banner" title="Web banner">web banners</a>, <a href="/wiki/Image" title="Image">pictures</a>, <a href="/wiki/Animation" title="Animation">animations</a>, embedded audio and video, text, or <a href="/wiki/Pop-up_ad" title="Pop-up ad">pop-up windows</a>, and can even employ audio and video <a href="/wiki/Auto-Play" title="Auto-Play">autoplay</a>. Many browsers offer some ways to remove or alter advertisements: either by targeting technologies that are used to deliver ads (such as embedded content delivered through <a href="/wiki/Browser_plug-in" class="mw-redirect" title="Browser plug-in">browser plug-ins</a> or via <a href="/wiki/HTML5" title="HTML5">HTML5</a>), targeting <a href="/wiki/URL" title="URL">URLs</a> that are the source of ads, or targeting behaviors characteristic of ads (such as the use of HTML5 AutoPlay of both audio and video). <div class="mw-heading mw-heading2"><h2 id="Prevalence">Prevalence</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=3" title="Edit section: Prevalence">edit</a>]</div> Use of mobile and desktop ad blocking software designed to remove traditional advertising grew by 41% worldwide and by 48% in the U.S. between Q2 2014 and Q2 2015.<a href="#cite_note-auto-5">[5]</a> As of Q2 2015<a class="external text" href="https://en.wikipedia.org/w/index.php?title=Ad_blocking&action=edit">[update]</a>, 45 million Americans were using ad blockers.<a href="#cite_note-auto-5">[5]</a> In a survey research study released Q2 2016, Met Facts reported 72 million Americans, 12.8 million adults in the UK, and 13.2 million adults in France were using ad blockers on their PCs, smartphones, or tablet computers. In March 2016, the <a href="/wiki/Internet_Advertising_Bureau" title="Internet Advertising Bureau">Internet Advertising Bureau</a> reported that UK ad blocking was already at 22% among people over 18 years old.<a href="#cite_note-6">[6]</a><a href="#cite_note-7">[7]</a> As of 2021<a class="external text" href="https://en.wikipedia.org/w/index.php?title=Ad_blocking&action=edit">[update]</a>, 27% of US Internet users used ad blocking software, a trend that has been increasing since 2014.<a href="#cite_note-8">[8]</a> Among technical audiences the rate of blocking reached 58% as of 2021<a class="external text" href="https://en.wikipedia.org/w/index.php?title=Ad_blocking&action=edit">[update]</a>.<a href="#cite_note-9">[9]</a> <div class="mw-heading mw-heading2"><h2 id="Benefits">Benefits</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=4" title="Edit section: Benefits">edit</a>]</div> For users, benefits of ad blocking software include quicker loading and cleaner looking web pages with fewer <a href="/wiki/Distraction" title="Distraction">distractions</a>,<a href="#cite_note-mfit-10">[10]</a><a href="#cite_note-11">[11]</a><a href="#cite_note-12">[12]</a> protection from <a href="/wiki/Malvertising" title="Malvertising">malvertising</a>,<a href="#cite_note-13">[13]</a><a href="#cite_note-14">[14]</a><a href="#cite_note-15">[15]</a> stopping intrusive actions from ads,<a href="#cite_note-16">[16]</a><a href="#cite_note-17">[17]</a> reducing the amount of data downloaded by the user,<a href="#cite_note-18">[18]</a><a href="#cite_note-19">[19]</a> lower power consumption,<a href="#cite_note-20">[20]</a><a href="#cite_note-21">[21]</a> privacy benefits gained through the exclusion of <a href="/wiki/Web_tracking" title="Web tracking">web tracking</a>,<a href="#cite_note-22">[22]</a> and preventing undesirable websites from making ad revenue out of the user's visit.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] Publishers and their representative trade bodies, on the other hand, argue that web ads provide revenue to website owners, which enable the website owners to create or otherwise purchase content for the website. Publishers state that the prevalent use of ad blocking software and devices could adversely affect website owner revenue.<a href="#cite_note-23">[23]</a> <div class="mw-heading mw-heading3"><h3 id="User_experience">User experience</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=5" title="Edit section: User experience">edit</a>]</div> Ad blocking software may have other benefits to users' <a href="/wiki/Quality_of_life" title="Quality of life">quality of life</a>, as it decreases Internet users' exposure to advertising and marketing industries, which promote the purchase of numerous consumer products and services that are potentially harmful or unhealthy<a href="#cite_note-auto1-24">[24]</a><a href="#cite_note-25">[25]</a> and on creating the urge to buy immediately.<a href="#cite_note-26">[26]</a><a href="#cite_note-27">[27]</a> The average person sees more than 5000 advertisements daily, many of which are from online sources.<a href="#cite_note-28">[28]</a> Unwanted advertising can also harm the advertisers themselves if users become annoyed by the ads. Irritated users might make a conscious effort to avoid the goods and services of firms which are using annoying "pop-up" ads which block the Web content the user is trying to view.<a href="#cite_note-conferences.sigcomm.org-29">[29]</a> For users not interested in making purchases, the blocking of ads can also save time. Any ad that appears on a website exerts a toll on the user's "attention budget" since each ad enters the user's field of view and must either be consciously ignored or closed, or dealt with in some other way. A user who is strongly focused on reading solely the content that they are seeking likely has no desire to be diverted by advertisements that seek to sell unneeded or unwanted goods and services.<a href="#cite_note-conferences.sigcomm.org-29">[29]</a> In contrast, users who are actively seeking items to purchase, might appreciate advertising, in particular targeted ads.<a href="#cite_note-30">[30]</a> <div class="mw-heading mw-heading3"><h3 id="Security">Security</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=6" title="Edit section: Security">edit</a>]</div> Another important aspect is improving security; online advertising subjects users to a higher risk of infecting their devices with <a href="/wiki/Computer_virus" title="Computer virus">computer viruses</a> than surfing pornography <a href="/wiki/Website" title="Website">websites</a>.<a href="#cite_note-31">[31]</a> In a high-profile case, the malware was distributed through advertisements provided to <a href="/wiki/YouTube" title="YouTube">YouTube</a> by a malicious customer of <a href="/wiki/Google" title="Google">Google</a>'s <a href="/wiki/Doubleclick" class="mw-redirect" title="Doubleclick">Doubleclick</a>.<a href="#cite_note-32">[32]</a><a href="#cite_note-33">[33]</a> In August 2015, a <a href="/wiki/0-day_exploit" class="mw-redirect" title="0-day exploit">0-day exploit</a> in the Firefox browser was discovered in an advertisement on a website.<a href="#cite_note-34">[34]</a> When Forbes required users to disable ad blocking before viewing their website, those users were immediately served with pop-under malware.<a href="#cite_note-blockthat-35">[35]</a> The <a href="/wiki/Australian_Signals_Directorate" title="Australian Signals Directorate">Australian Signals Directorate</a> recommends individuals and organizations block advertisements to improve their <a href="/wiki/Information_security" title="Information security">information security</a> posture and mitigate potential <a href="/wiki/Malvertising" title="Malvertising">malvertising</a> attacks and machine compromise.<a href="#cite_note-36">[36]</a> The information security firm <a href="/wiki/Webroot" title="Webroot">Webroot</a> also notes employing ad blockers provides effective countermeasures against malvertising campaigns for less technically sophisticated computer users.<a href="#cite_note-37">[37]</a> Ad blocking is recommended by the <a href="/wiki/FBI" class="mw-redirect" title="FBI">FBI</a> to prevent online scams.<a href="#cite_note-38">[38]</a> <div class="mw-heading mw-heading3"><h3 id="Monetary">Monetary</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=7" title="Edit section: Monetary">edit</a>]</div> Ad blocking reduces page load time and saves bandwidth for the users. Users who pay for total transferred bandwidth ("capped" or pay-for-usage connections) including most mobile users worldwide have a direct financial benefit from filtering an ad before it is loaded. Using an ad blocker is a common method of improving internet speeds.<a href="#cite_note-39">[39]</a> Analysis of the 200 most popular news sites (as ranked by <a href="/wiki/Alexa_Internet" title="Alexa Internet">Alexa</a>) in 2015 showed that <a href="/wiki/Firefox" title="Firefox">Mozilla Firefox</a> Tracking Protection led to a 39% reduction in data usage and a 44% median reduction in page load time.<a href="#cite_note-40">[40]</a> According to research performed by <a href="/wiki/The_New_York_Times" title="The New York Times">The New York Times</a>, ad blockers reduced data consumption and sped upload time by more than half on 50 news sites, including The New York Times itself. Journalists concluded that "visiting the home page of Boston.com (the site with most ad data in the study) every day for a month would cost the equivalent of about $9.50 in data usage just for the ads".<a href="#cite_note-41">[41]</a> It is a known problem with most web browsers, including <a href="/wiki/Mozilla_Firefox" class="mw-redirect" title="Mozilla Firefox">Firefox</a>, that restoring sessions often plays multiple embedded ads at once.<a href="#cite_note-42">[42]</a> However, this annoyance can easily be averted simply by setting the web browser to clear all cookies and <a href="/wiki/Web_browsing_history" title="Web browsing history">browsing-history</a> information each time the browser software is closed.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] Another preventive option is to use a script blocker, which enables the user to disable all scripts and then to selectively re-enable certain scripts as desired, in order to determine the role of each script.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] The user thus can very quickly learn which scripts are truly necessary (from the standpoint of webpage functionality) and consequently which sources of scripts are undesirable, and this insight is helpful in visiting other websites in general.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] Thus by precisely controlling which scripts are run in each webpage viewed, the user retains full control over what happens on their computer CPU and computer screen.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] <div class="mw-heading mw-heading2"><h2 id="Methods">Methods</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=8" title="Edit section: Methods">edit</a>]</div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></div></td><td class="mbox-text"><div class="mbox-text-span">This section does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a>. Please help <a href="/wiki/Special:EditPage/Ad_blocking" title="Special:EditPage/Ad blocking">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>. (April 2023) (<a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a>)</div></td></tr></tbody></table> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:EasyListAndFanboysAnnoyanceListInAdBlockClassicOnKMeleon.png" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/0/05/EasyListAndFanboysAnnoyanceListInAdBlockClassicOnKMeleon.png/220px-EasyListAndFanboysAnnoyanceListInAdBlockClassicOnKMeleon.png" decoding="async" width="220" height="126" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/0/05/EasyListAndFanboysAnnoyanceListInAdBlockClassicOnKMeleon.png/330px-EasyListAndFanboysAnnoyanceListInAdBlockClassicOnKMeleon.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/0/05/EasyListAndFanboysAnnoyanceListInAdBlockClassicOnKMeleon.png/440px-EasyListAndFanboysAnnoyanceListInAdBlockClassicOnKMeleon.png 2x" data-file-width="1068" data-file-height="612" /></a><figcaption>An ad-blocking browser extension displays a list of rules downloaded from the popular subscriptions Easylist and Fanboy's Annoyances List.</figcaption></figure> One method of filtering is simply to block (or prevent auto play of) <a href="/wiki/Adobe_Flash" title="Adobe Flash">Flash animation</a> or image loading or <a href="/wiki/Microsoft_Windows" title="Microsoft Windows">Microsoft Windows</a> audio and video files. This can be done in most browsers easily and also improves security and privacy. This crude technological method is refined by numerous <a href="/wiki/Browser_extension" title="Browser extension">browser extensions</a>. Every <a href="/wiki/Web_browser" title="Web browser">web browser</a> handles this task differently, but, in general, one alters the options, preferences or application extensions to filter specific media types. An additional add-on is usually required to differentiate between ads and non-ads using the same technology, or between wanted and unwanted ads or behaviors. The more advanced ad-blocking filter software allows fine-grained control of <a href="/wiki/Online_advertising" title="Online advertising">advertisements</a> through features such as <a href="/wiki/Blacklist" class="mw-redirect" title="Blacklist">blacklists</a>, <a href="/wiki/Whitelist" title="Whitelist">whitelists</a>, and <a href="/wiki/Regular_expression" title="Regular expression">regular expression</a> filters. Certain security features also have the effect of disabling some ads. Some <a href="/wiki/Antivirus_software" title="Antivirus software">antivirus software</a> can act as an ad blocker. Filtering by intermediaries such as <a href="/wiki/ISP" class="mw-redirect" title="ISP">ISP</a> providers or national governments is increasingly common. <div class="mw-heading mw-heading3"><h3 id="Browser_integration">Browser integration</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=9" title="Edit section: Browser integration">edit</a>]</div> As of 2015<a class="external text" href="https://en.wikipedia.org/w/index.php?title=Ad_blocking&action=edit">[update]</a>, many web browsers block unsolicited <a href="/wiki/Pop-up_ad" title="Pop-up ad">pop-up ads</a> automatically. Current versions of <a href="/wiki/Konqueror" title="Konqueror">Konqueror</a>,<a href="#cite_note-43">[43]</a> <a href="/wiki/Microsoft_Edge" title="Microsoft Edge">Microsoft Edge</a>,<a href="#cite_note-44">[44]</a> and <a href="/wiki/Firefox" title="Firefox">Firefox</a><a href="#cite_note-45">[45]</a><a href="#cite_note-46">[46]</a> also include content filtering support out-of-the-box. Content filtering can be added to <a href="/wiki/Firefox_browser" class="mw-redirect" title="Firefox browser">Firefox</a>, <a href="/wiki/Chromium_browser" class="mw-redirect" title="Chromium browser">Chromium-based browsers</a>, <a href="/wiki/Opera_browser" class="mw-redirect" title="Opera browser">Opera</a>, <a href="/wiki/Safari_browser" class="mw-redirect" title="Safari browser">Safari</a>, and other browsers with extensions such as <a href="/wiki/AdBlock" title="AdBlock">AdBlock</a>, <a href="/wiki/Adblock_Plus" title="Adblock Plus">Adblock Plus</a>, and <a href="/wiki/UBlock_Origin" title="UBlock Origin">uBlock Origin</a>, and a number of sources provide regularly updated filter lists. Adblock Plus is included in the freeware browser <a href="/wiki/Maxthon" title="Maxthon">Maxthon</a> from the <a href="/wiki/People%27s_Republic_of_China" class="mw-redirect" title="People's Republic of China">People's Republic of China</a> by default.<a href="#cite_note-47">[47]</a> Another method for filtering advertisements uses <a href="/wiki/Cascading_Style_Sheets" class="mw-redirect" title="Cascading Style Sheets">Cascading Style Sheets</a> (CSS) rules to hide specific <a href="/wiki/HTML" title="HTML">HTML</a> and <a href="/wiki/XHTML" title="XHTML">XHTML</a> <a href="/wiki/HTML_element" title="HTML element">elements</a>. This was once handled directly by a browser's user style sheet and custom CSS files. The CSS files employed regular expressions to describe a general advertisement profile. An example CSS selector from the once popular Floppy Moose (2003) style sheet is below.<a href="#cite_note-48">[48]</a> It simply hides anything with a link containing the characters "ad."<a href="#cite_note-49">[49]</a> <div class="mw-highlight mw-highlight-lang-css mw-content-ltr" dir="ltr"><pre>A:link[HREF*="ad."] IMG </pre></div> Stylesheets are still used to block ads today. However they are almost always used by an ad-blocking extension that combines CSS with other techniques. AdBlock Plus syntax includes CSS selectors which they call "element hiding" rules.<a href="#cite_note-50">[50]</a> The newer uBlock Origin even allows "cosmetic filters" which inject custom CSS declarations.<a href="#cite_note-51">[51]</a> Due to changes in advertising techniques, modern ad-blockers use more specific selectors, more frequently updated selectors, and a greater quantity of selectors. For example, the Floppy Moose style sheet originally contained 40 lines of CSS. In 2022, Easylist contains thousands of CSS selectors. In contrast to the general example above, below is one of the many specific CSS selectors from Easylist (2022).<a href="#cite_note-52">[52]</a> <div class="mw-highlight mw-highlight-lang-css mw-content-ltr" dir="ltr"><pre>a[href^="https://topoffers.com/"][href*="/?pid="] </pre></div> In January 2016, <a href="/wiki/Brave_(web_browser)" title="Brave (web browser)">Brave</a>, a free, ad-blocking browser for Mac, PC, Android, and iOS devices was launched. Brave users can optionally enable Brave's own ad network to earn <a href="/wiki/Basic_Attention_Token" class="mw-redirect" title="Basic Attention Token">Basic Attention Tokens</a> (BATs), a type of cryptocurrency, which can be sent as micro-payments to publishers.<a href="#cite_note-53">[53]</a> At the beginning of 2018, Google confirmed that the built-in ad blocker for the <a href="/wiki/Google_Chrome" title="Google Chrome">Chrome</a>/<a href="/wiki/Chromium_(web_browser)" title="Chromium (web browser)">Chromium</a> browsers would go live on 15 February:<a href="#cite_note-54">[54]</a> this ad blocker only blocks certain ads as specified by the Better Ads Standard<a href="#cite_note-55">[55]</a> (defined by the Coalition for Better Ads, in which Google itself is a board member<a href="#cite_note-56">[56]</a>). This built-in ad blocking mechanism is disputed because it could unfairly benefit Google's advertising itself.<a href="#cite_note-57">[57]</a> In 2019, both <a href="/wiki/Apple_Inc." title="Apple Inc.">Apple</a> and Google began to make changes to their web browsers' extension systems which encourage the use of declarative content blocking using pre-determined filters processed by the web browser, rather than filters processed at runtime by the extension. Both vendors have imposed limits on the number of entries that may be included in these lists, which have led to (especially in the case of Chrome) allegations that these changes are being made to inhibit the effectiveness of ad blockers.<a href="#cite_note-58">[58]</a><a href="#cite_note-59">[59]</a><a href="#cite_note-60">[60]</a><a href="#cite_note-61">[61]</a> <div class="mw-heading mw-heading3"><h3 id="External_programs">External programs</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=10" title="Edit section: External programs">edit</a>]</div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></div></td><td class="mbox-text"><div class="mbox-text-span">This section does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a>. Please help <a href="/wiki/Special:EditPage/Ad_blocking" title="Special:EditPage/Ad blocking">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>. (April 2023) (<a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a>)</div></td></tr></tbody></table> A number of external software applications offer ad filtering as a primary or additional feature. A traditional solution is to customize an <a href="/wiki/HTTP_proxy" class="mw-redirect" title="HTTP proxy">HTTP proxy</a> (or web proxy) to filter content. These programs work by caching and filtering content before it is displayed in a user's browser. This provides an opportunity to remove not only ads but also content that may be offensive, inappropriate, or even malicious (<a href="/wiki/Drive-by_download" title="Drive-by download">Drive-by download</a>). Popular proxy software which blocks content effectively include <a href="/wiki/Netnanny" class="mw-redirect" title="Netnanny">Netnanny</a>, <a href="/wiki/Privoxy" title="Privoxy">Privoxy</a>, <a href="/wiki/Squid_(software)" title="Squid (software)">Squid</a>, and some <a href="/wiki/Content-control_software" class="mw-redirect" title="Content-control software">content-control software</a>. The main advantage of the method is freedom from implementation limitations (browser, working techniques) and centralization of control (the proxy can be used by many users). Proxies are very good at filtering ads, but they have several limitations compared to browser-based solutions. For proxies, it is difficult to filter <a href="/wiki/Transport_Layer_Security" title="Transport Layer Security">Transport Layer Security</a> (SSL) (<code>https://</code>) traffic and full webpage context is not available to the filter. As well, proxies find it difficult to filter <a href="/wiki/JavaScript" title="JavaScript">JavaScript</a>-generated ad content. <div class="mw-heading mw-heading3"><h3 id="Hosts_file_and_DNS_manipulation">Hosts file and DNS manipulation</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=11" title="Edit section: Hosts file and DNS manipulation">edit</a>]</div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1236090951"><div role="note" class="hatnote navigation-not-searchable">Further information: <a href="/wiki/Hosts_(file)#Extended_applications" title="Hosts (file)">Hosts (file) § Extended applications</a></div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></div></td><td class="mbox-text"><div class="mbox-text-span">This section does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a>. Please help <a href="/wiki/Special:EditPage/Ad_blocking" title="Special:EditPage/Ad blocking">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>. (April 2023) (<a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a>)</div></td></tr></tbody></table> Most <a href="/wiki/Operating_system" title="Operating system">operating systems</a>, even those which are aware of the <a href="/wiki/Domain_Name_System" title="Domain Name System">Domain Name System</a> (DNS), still offer <a href="/wiki/Backward_compatibility" title="Backward compatibility">backward compatibility</a> with a locally administered list of foreign hosts. This configuration, for historical reasons, is stored in a flat text file that by default contains very few hostnames and their associated <a href="/wiki/IP_address" title="IP address">IP addresses</a>. Editing this hosts file is simple and effective because most DNS clients will read the local hosts file before querying a remote <a href="/wiki/DNS_server" class="mw-redirect" title="DNS server">DNS server</a>. Storing <a href="/wiki/Black_hole_(networking)" title="Black hole (networking)">black-hole</a> entries in the hosts file prevents the browser from accessing an ad server by manipulating the name resolution of the ad server to a local or nonexistent IP address (<code><a href="/wiki/127.0.0.1" class="mw-redirect" title="127.0.0.1">127.0.0.1</a></code> or <code><a href="/wiki/0.0.0.0" title="0.0.0.0">0.0.0.0</a></code> are typically used for IPv4 addresses). While simple to implement, these methods can be circumvented by advertisers, either by hard-coding, the IP address of the server that hosts the ads (this, in its turn, can be worked around by changing the local routing table by using for example <a href="/wiki/Iptables" title="Iptables">iptables</a> or other blocking firewalls), or by loading the advertisements from the same server that serves the main content; blocking name resolution of this server would also block the useful content of the site. Using a <a href="/wiki/DNS_sinkhole" title="DNS sinkhole">DNS sinkhole</a> by manipulating the hosts file exploits the fact that most operating systems store a file with IP address, domain name pairs which is consulted by most browsers before using a DNS server to look up a domain name. By assigning the <a href="/wiki/Loopback_address" class="mw-redirect" title="Loopback address">loopback address</a> to each known <a href="/wiki/Ad_server" class="mw-redirect" title="Ad server">ad server</a>, the user directs traffic intended to reach each <a href="/wiki/Ad_server" class="mw-redirect" title="Ad server">ad server</a> to the local machine or to a virtual black hole of <a href="/wiki//dev/null" class="mw-redirect" title="/dev/null">/dev/null</a> or <a href="/wiki/Bit_bucket" title="Bit bucket">bit bucket</a>. <div class="mw-heading mw-heading3"><h3 id="DNS_filtering">DNS filtering</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=12" title="Edit section: DNS filtering">edit</a>]</div> Advertising can be blocked by using a DNS server which is configured to block access to domains or hostnames which are known to serve ads by spoofing the address.<a href="#cite_note-62">[62]</a> Users can choose to use an already modified DNS server<a href="#cite_note-63">[63]</a><a href="#cite_note-64">[64]</a><a href="#cite_note-65">[65]</a> or set up a dedicated device running adequate software such as a <a href="/wiki/Raspberry_Pi" title="Raspberry Pi">Raspberry Pi</a> running <a href="/wiki/Pi-hole" title="Pi-hole">Pi-hole</a> themselves.<a href="#cite_note-66">[66]</a> Manipulating DNS is a widely employed method to manipulate what the end-user sees from the Internet but can also be deployed locally for personal purposes. China runs its own <a href="/wiki/Root_name_server" title="Root name server">root DNS</a> and the EU has considered the same. <a href="/wiki/Google" title="Google">Google</a> has required their <a href="/wiki/Google_Public_DNS" title="Google Public DNS">Google Public DNS</a> be used for some applications on its <a href="/wiki/Android_(operating_system)" title="Android (operating system)">Android</a> devices. Accordingly, DNS addresses/domains used for advertising may be extremely vulnerable to a broad form of ad substitution whereby a domain that serves ads is entirely swapped out with one serving more local ads to some subset of users. This is especially likely in countries, notably <a href="/wiki/Russia" title="Russia">Russia</a>, <a href="/wiki/India" title="India">India</a> and <a href="/wiki/China" title="China">China</a>, where advertisers often refuse to pay for clicks or page views. DNS-level blocking of domains <a href="/wiki/Great_Firewall" title="Great Firewall">for non-commercial reasons</a> is already common in China.<a href="#cite_note-67">[67]</a> <div class="mw-heading mw-heading3"><h3 id="Recursive_Local_VPN">Recursive Local VPN</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=13" title="Edit section: Recursive Local VPN">edit</a>]</div> On Android, apps can run a local <a href="/wiki/VPN" class="mw-redirect" title="VPN">VPN</a> connection with its own host filtering ability and DNS address without requiring root access.<a href="#cite_note-68">[68]</a> This approach allows ad blocking app to download ad blocking host files and use them to filter out ad networks throughout the device. <a href="/wiki/AdGuard" title="AdGuard">AdGuard</a>, Blokada,<a href="#cite_note-69">[69]</a> DNS66,<a href="#cite_note-70">[70]</a> and RethinkDNS<a href="#cite_note-71">[71]</a><a href="#cite_note-72">[72]</a> are few of the popular apps which accomplish ad blocking without root permission.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] The ad blocking is only active when the local VPN is turned on, and it completely stops when the VPN connection is disconnected.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] The convenience makes it easy to access content blocked by anti-adblock scripts.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] This approach optimizes battery usage, reduces internet slowdown caused by using external DNS or VPN ad blocking and needs overall less configuration.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] <div class="mw-heading mw-heading3"><h3 id="Hardware_devices">Hardware devices</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=14" title="Edit section: Hardware devices">edit</a>]</div> Devices such as AdTrap<a href="#cite_note-73">[73]</a> or <a href="/wiki/Pi-hole" title="Pi-hole">Pi-hole</a> use hardware to block Internet advertising. Based on reviews of AdTrap, this device uses a <a href="/wiki/Linux" title="Linux">Linux</a> <a href="/wiki/Kernel_(operating_system)" title="Kernel (operating system)">Kernel</a> running a version of PrivProxy to block ads from <a href="/wiki/Video_streaming" class="mw-redirect" title="Video streaming">video streaming</a>, <a href="/wiki/Music_streaming" class="mw-redirect" title="Music streaming">music streaming</a>, and any web browser,<a href="#cite_note-74">[74]</a> while PiHole acts as a local DNS to block advertisement servers, stopping connected devices from showing most ads. Another such solution is provided for network-level ad blocking for telcos by Israeli startup Shine.<a href="#cite_note-75">[75]</a> <div class="mw-heading mw-heading3"><h3 id="By_external_parties_and_internet_providers">By external parties and internet providers</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=15" title="Edit section: By external parties and internet providers">edit</a>]</div> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1251242444"><table class="box-Unreferenced_section plainlinks metadata ambox ambox-content ambox-Unreferenced" role="presentation"><tbody><tr><td class="mbox-image"><div class="mbox-image-div"><a href="/wiki/File:Question_book-new.svg" class="mw-file-description"><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/50px-Question_book-new.svg.png" decoding="async" width="50" height="39" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/75px-Question_book-new.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/9/99/Question_book-new.svg/100px-Question_book-new.svg.png 2x" data-file-width="512" data-file-height="399" /></a></div></td><td class="mbox-text"><div class="mbox-text-span">This section does not <a href="/wiki/Wikipedia:Citing_sources" title="Wikipedia:Citing sources">cite</a> any <a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">sources</a>. Please help <a href="/wiki/Special:EditPage/Ad_blocking" title="Special:EditPage/Ad blocking">improve this section</a> by <a href="/wiki/Help:Referencing_for_beginners" title="Help:Referencing for beginners">adding citations to reliable sources</a>. Unsourced material may be challenged and <a href="/wiki/Wikipedia:Verifiability#Burden_of_evidence" title="Wikipedia:Verifiability">removed</a>. (April 2023) (<a href="/wiki/Help:Maintenance_template_removal" title="Help:Maintenance template removal">Learn how and when to remove this message</a>)</div></td></tr></tbody></table> Internet providers, especially mobile operators, frequently offer proxies designed to reduce network traffic. Even when not targeted specifically at ad filtering, these proxy-based arrangements will block many types of advertisements that are too large or bandwidth-consuming, or that are otherwise deemed unsuited for the specific internet connection or target device. Many internet operators block some form of advertisements while at the same time injecting their own ads promoting their services and specials. <div class="mw-heading mw-heading2"><h2 id="Economic_consequences_for_online_business">Economic consequences for online business</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=16" title="Edit section: Economic consequences for online business">edit</a>]</div> Some content providers have argued that widespread ad blocking results in decreased revenue to a website sustained by advertisements<a href="#cite_note-76">[76]</a><a href="#cite_note-77">[77]</a> and <a href="/wiki/E-commerce" title="E-commerce">e-commerce</a>-based businesses, where this blocking can be detected.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] <div class="mw-heading mw-heading2"><h2 id="Business_models">Business models</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=17" title="Edit section: Business models">edit</a>]</div> Tools that help block ads have to work on different business models to stay in operation: <ul><li>Free and open source: Several tools work under a <a href="/wiki/Free_and_open-source_software" title="Free and open-source software">FOSS</a> model, powered by community contributions and donations, e.g. <a href="/wiki/UBlock_Origin" title="UBlock Origin">uBlock Origin</a>.<a href="#cite_note-78">[78]</a>[<a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">failed verification</a>]</li> <li>Whitelisting: Some companies maintain a whitelist of websites that allow "acceptable ads" in exchange for a share of ad revenue.<a href="#cite_note-79">[79]</a></li> <li>Subscription/Upfront: Some companies offer a subscription or upfront payment model for adblocking tools, e.g. Wipr.<a href="#cite_note-80">[80]</a>[<a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">failed verification</a>]</li> <li>Freemium: Some companies offer some level of service for free while charging for additional features, e.g. <a href="/wiki/AdGuard" title="AdGuard">AdGuard</a>.<a href="#cite_note-81">[81]</a>[<a href="/wiki/Wikipedia:Verifiability" title="Wikipedia:Verifiability">failed verification</a>]</li></ul> <div class="mw-heading mw-heading2"><h2 id="Response_from_publishers">Response from publishers</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=18" title="Edit section: Response from publishers">edit</a>]</div> <div class="mw-heading mw-heading3"><h3 id="Countermeasures">Countermeasures</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=19" title="Edit section: Countermeasures">edit</a>]</div> Some websites have taken countermeasures against ad blocking software, such as attempting to detect the presence of ad blockers and informing users of their views, or outright preventing users from accessing the content unless they disable the ad blocking software, whitelist the website, or <a href="/wiki/Paywall" title="Paywall">buy an "ad-removal pass"</a>. There have been several arguments supporting<a href="#cite_note-82">[82]</a> and opposing<a href="#cite_note-83">[83]</a> the assertion that blocking ads is wrong.<a href="#cite_note-84">[84]</a> Indeed, there is evidence to show that these countermeasures may hurt a website's <a href="/wiki/SEO" class="mw-redirect" title="SEO">SEO</a> performance, as users unwilling to turn off their AdBlock, may instead go to a competitor's website listed in the search results.<a href="#cite_note-85">[85]</a> Due to the little amount of time the user spends on the website, and the greater time spent on a competitor's, search engines may view the webpage less favourably and reduce its search ranking.<a href="#cite_note-86">[86]</a> The back-and-forth elevation of technologies used for ad-blocking and countering ad-blocking have been equated to an "ad blocking war" or "arms race" between all parties.<a href="#cite_note-87">[87]</a><a href="#cite_note-88">[88]</a> It has been suggested that in the <a href="/wiki/European_Union" title="European Union">European Union</a>, the practice of websites scanning for ad blocking software may run afoul of the <a href="/wiki/Directive_on_Privacy_and_Electronic_Communications" class="mw-redirect" title="Directive on Privacy and Electronic Communications">E-Privacy Directive</a>.<a href="#cite_note-thedrum-euprivacyadblock-89">[89]</a> This claim was further validated by IAB Europe's guidelines released in June 2016 stating that there indeed may be a legal issue in ad blocker detection.<a href="#cite_note-90">[90]</a> While some anti-blocking stakeholders have tried to refute this<a href="#cite_note-euprivacyadblock-debunk-91">[91]</a><a href="#cite_note-euprivacyadblock-digiday-92">[92]</a> it seems safe to assume that Publishers should follow the guidelines provided by the main Publisher lobby IAB. The joint effort announced by IAB Sweden prior to IAB Europe's guideline on the matter never materialized, and would have most likely been found against European anti-competition laws if it did.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>][<a href="/wiki/Wikipedia:No_original_research" title="Wikipedia:No original research">original research?</a>] In August 2017, a vendor, Admiral, of such counter-measures issued a demand under section 1201 of the U.S. <a href="/wiki/Digital_Millennium_Copyright_Act" title="Digital Millennium Copyright Act">Digital Millennium Copyright Act</a>, to demand the removal of a <a href="/wiki/Domain_name" title="Domain name">domain name</a> associated with their service from an ad-blocking filter list. The vendor argued that the domain constituted a component of a <a href="/wiki/Technological_protection_measures" class="mw-redirect" title="Technological protection measures">technological protection measure</a> designed to protect a copyrighted work, and thus made it a violation of <a href="/wiki/Anti-circumvention" title="Anti-circumvention">anti-circumvention</a> law to frustrate access to it.<a href="#cite_note-93">[93]</a><a href="#cite_note-94">[94]</a> In September 2023, after a period of testing that began in May 2023, the American video hosting site <a href="/wiki/YouTube" title="YouTube">YouTube</a> began launching countermeasures at viewers with adblocker software running when viewing videos. A popup message appears warning the user is breaking the terms of service and may experience blocked viewing after three videos unless they whitelist the site, or purchase <a href="/wiki/YouTube_Premium" title="YouTube Premium">YouTube Premium</a>. This sparked extreme controversy and backlash across the YouTube communities.<a href="#cite_note-95">[95]</a><a href="#cite_note-96">[96]</a><a href="#cite_note-97">[97]</a> In October 2023, Irish privacy advocate Alexander Hanff filed a criminal complaint against YouTube due to its ad blocking detection script, which is believed to violate <a href="/wiki/European_Union_law" class="mw-redirect" title="European Union law">European Union privacy laws</a>.<a href="#cite_note-98">[98]</a> In June 2024, YouTube began experimenting with <a href="/wiki/Server-side" class="mw-redirect" title="Server-side">server-side</a> ad insertion,<a href="#cite_note-99">[99]</a> which consists of embedding ads directly into video streams, making automatic blocking significantly more difficult.<a href="#cite_note-100">[100]</a><a href="#cite_note-101">[101]</a> <div class="mw-heading mw-heading3"><h3 id="Alternatives">Alternatives</h3>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=20" title="Edit section: Alternatives">edit</a>]</div> As of 2015<a class="external text" href="https://en.wikipedia.org/w/index.php?title=Ad_blocking&action=edit">[update]</a>, advertisers and marketers look to involve their brands directly into the entertainment with <a href="/wiki/Native_advertising" title="Native advertising">native advertising</a> and <a href="/wiki/Product_placement" title="Product placement">product placement</a> (also known as brand integration or embedded marketing).<a href="#cite_note-102">[102]</a> An example of product placement would be for a soft drink manufacturer to pay a <a href="/wiki/Reality_TV" class="mw-redirect" title="Reality TV">reality TV</a> show producer to have the show's cast and host appear onscreen holding cans of the soft drink.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] Another common product placement is for an <a href="/wiki/Automotive_industry" title="Automotive industry">automotive manufacturer</a> to give free cars to the producers of a <a href="/wiki/TV_show" class="mw-redirect" title="TV show">TV show</a>, in return for the show's producer depicting characters using these vehicles during the show.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] Some digital publications turned to their customers for help as a form of <a href="/wiki/Tip_jar" title="Tip jar">tip jar</a>.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] For example, <a href="/wiki/The_Guardian" title="The Guardian">The Guardian</a> is asking its readers for donations to help offset falling advertising revenue. According to the newspaper's editor-in-chief, Katharine Viner, the newspaper gets about the same amount of money from membership and donations as it does from advertising.<a href="#cite_note-103">[103]</a> The newspaper considered preventing readers from accessing its content if usage of ad-blocking software becomes widespread,<a href="#cite_note-104">[104]</a> but so far it keeps the content accessible for readers who employ ad-blockers.[<a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed">citation needed</a>] A new service called Scroll, launched in January 2020, worked with several leading website publishers to create a subscription model for ad-free browsing across all supported websites. Users would pay Scroll directly, and portions of the subscription fees are doled out to the websites based on proportional view count.<a href="#cite_note-105">[105]</a> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=21" title="Edit section: See also">edit</a>]</div> <style data-mw-deduplicate="TemplateStyles:r1239009302">.mw-parser-output .portalbox{padding:0;margin:0.5em 0;display:table;box-sizing:border-box;max-width:175px;list-style:none}.mw-parser-output .portalborder{border:1px solid var(--border-color-base,#a2a9b1);padding:0.1em;background:var(--background-color-neutral-subtle,#f8f9fa)}.mw-parser-output .portalbox-entry{display:table-row;font-size:85%;line-height:110%;height:1.9em;font-style:italic;font-weight:bold}.mw-parser-output .portalbox-image{display:table-cell;padding:0.2em;vertical-align:middle;text-align:center}.mw-parser-output .portalbox-link{display:table-cell;padding:0.2em 0.2em 0.2em 0.3em;vertical-align:middle}@media(min-width:720px){.mw-parser-output .portalleft{clear:left;float:left;margin:0.5em 1em 0.5em 0}.mw-parser-output .portalright{clear:right;float:right;margin:0.5em 0 0.5em 1em}}</style><ul role="navigation" aria-label="Portals" class="noprint portalbox portalborder portalright"> <li class="portalbox-entry"><a href="/wiki/File:Crystal_Clear_app_linneighborhood.svg" class="mw-file-description"><img alt="icon" src="//upload.wikimedia.org/wikipedia/commons/thumb/f/f9/Crystal_Clear_app_linneighborhood.svg/28px-Crystal_Clear_app_linneighborhood.svg.png" decoding="async" width="28" height="28" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/f9/Crystal_Clear_app_linneighborhood.svg/42px-Crystal_Clear_app_linneighborhood.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/f9/Crystal_Clear_app_linneighborhood.svg/56px-Crystal_Clear_app_linneighborhood.svg.png 2x" data-file-width="407" data-file-height="407" /></a><a href="/wiki/Portal:Internet" title="Portal:Internet">Internet portal</a></li></ul> <style data-mw-deduplicate="TemplateStyles:r1184024115">.mw-parser-output .div-col{margin-top:0.3em;column-width:30em}.mw-parser-output .div-col-small{font-size:90%}.mw-parser-output .div-col-rules{column-rule:1px solid #aaa}.mw-parser-output .div-col dl,.mw-parser-output .div-col ol,.mw-parser-output .div-col ul{margin-top:0}.mw-parser-output .div-col li,.mw-parser-output .div-col dd{page-break-inside:avoid;break-inside:avoid-column}</style><div class="div-col" style="column-width: 22em;"> <ul><li><a href="/wiki/Adware" title="Adware">Adware</a></li> <li><a href="/wiki/Adversarial_information_retrieval" title="Adversarial information retrieval">Adversarial information retrieval</a></li> <li><a href="/wiki/Criticism_of_advertising" title="Criticism of advertising">Criticism of advertising</a></li> <li><a href="/wiki/Proxy_server#Content_filter" title="Proxy server">Content filter</a></li> <li><a href="/wiki/Commercial_skipping" title="Commercial skipping">Commercial skipping</a></li> <li><a href="/wiki/DNSBL" class="mw-redirect" title="DNSBL">DNSBL</a></li> <li><a href="/wiki/Hosts_file_filtering" class="mw-redirect" title="Hosts file filtering">Hosts file filtering</a></li> <li><a href="/wiki/Privacy" title="Privacy">Privacy</a></li> <li><a href="/wiki/Proxomitron" title="Proxomitron">Proxomitron</a></li> <li><a href="/wiki/Internet_tracking" class="mw-redirect" title="Internet tracking">Internet tracking</a></li></ul> </div> <div class="mw-heading mw-heading2"><h2 id="References">References</h2>[<a href="/w/index.php?title=Ad_blocking&action=edit&section=22" title="Edit section: References">edit</a>]</div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-1"><a href="#cite_ref-1">^</a> <style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite id="CITEREFClaburn" class="citation web cs1">Claburn, Thomas. <a rel="nofollow" class="external text" href="https://www.theregister.com/2021/07/08/interview_gene_hoffman/">"In conversation with Gene Hoffman, co-creator of the internet's first ad blocker"</a>. www.theregister.com. Retrieved 3 February 2023.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=www.theregister.com&rft.atitle=In+conversation+with+Gene+Hoffman%2C+co-creator+of+the+internet%27s+first+ad+blocker&rft.aulast=Claburn&rft.aufirst=Thomas&rft_id=https%3A%2F%2Fwww.theregister.com%2F2021%2F07%2F08%2Finterview_gene_hoffman%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAd+blocking" class="Z3988"> </li> <li id="cite_note-2"><a href="#cite_ref-2">^</a> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation audio-visual cs1"><a rel="nofollow" class="external text" href="https://www.youtube.com/watch?v=pvzR_bON9qM">PrivNet's Internet Fast Forward (IFF) on CNBC, circa 1996</a>. 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Retrieved 23 March 2019. <q>While many websites need advertisements to stay online, we have seen more and more popular websites (i.e. millions of visitors a year) infecting customers due to 3rd party hosted adverts on their websites – malvertising. 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Retrieved 25 February 2023.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Evening+Standard&rft.atitle=The+FBI+is+advising+people+to+use+an+ad+blocker+as+part+of+an+online+scam+warning&rft.date=2022-12-22&rft.aulast=Shah&rft.aufirst=Saqib&rft_id=https%3A%2F%2Fwww.standard.co.uk%2Ftech%2Ffbi-recommends-ad-blocker-online-scams-b1048998.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAd+blocking" class="Z3988"> </li> <li id="cite_note-39"><a href="#cite_ref-39">^</a> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://broadbandsavvy.com/how-to-improve-internet-speed/">"37 Ways To Improve Internet Speed – How To Stop Buffering"</a>. 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Retrieved 23 March 2019.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Techdirt&rft.atitle=How+The+DMCA%27s+Digital+Locks+Provision+Allowed+A+Company+To+Delete+A+URL+From+Adblock+Lists&rft.date=2017-08-14&rft.aulast=Masnick&rft.aufirst=Mike&rft_id=https%3A%2F%2Fwww.techdirt.com%2Farticles%2F20170813%2F00092137987%2Fhow-dmcas-digital-locks-provision-allowed-company-to-delete-url-adblock-lists.shtml&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAd+blocking" class="Z3988"> </li> <li id="cite_note-94"><a href="#cite_ref-94">^</a> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFJones2017" class="citation web cs1">Jones, Rhett (12 August 2017). <a rel="nofollow" class="external text" href="https://gizmodo.com/a-copyright-claim-was-reportedly-used-to-stop-ad-blocki-1797767169">"A Copyright Claim Was Reportedly Used to Stop Ad Blocking, But It's Complicated"</a>. <a href="/wiki/Gizmodo" title="Gizmodo">Gizmodo</a>. <a href="/wiki/Gizmodo_Media_Group" title="Gizmodo Media Group">Gizmodo Media Group</a>. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20170814180846/http://gizmodo.com/a-copyright-claim-was-reportedly-used-to-stop-ad-blocki-1797767169">Archived</a> from the original on 14 August 2017. Retrieved 23 March 2019.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=Gizmodo&rft.atitle=A+Copyright+Claim+Was+Reportedly+Used+to+Stop+Ad+Blocking%2C+But+It%27s+Complicated&rft.date=2017-08-12&rft.aulast=Jones&rft.aufirst=Rhett&rft_id=https%3A%2F%2Fgizmodo.com%2Fa-copyright-claim-was-reportedly-used-to-stop-ad-blocki-1797767169&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAd+blocking" class="Z3988"> </li> <li id="cite_note-95"><a href="#cite_ref-95">^</a> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFO'Flaherty2023" class="citation web cs1">O'Flaherty, Kate (18 October 2023). <a rel="nofollow" class="external text" href="https://www.forbes.com/sites/kateoflahertyuk/2023/10/18/youtubes-new-ad-blocker-crackdown-what-you-need-to-know/">"YouTube's New Ad Blocker Crackdown—What You Need To Know"</a>. Forbes. 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Retrieved 23 March 2019.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=How+Apple%27s+embrace+of+ad+blocking+will+change+native+advertising&rft.pub=Digiday&rft.date=2015-07-28&rft.aulast=Geary&rft.aufirst=Emma&rft_id=https%3A%2F%2Fdigiday.com%2Fpublishers%2Fapple-native-advertising%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAd+blocking" class="Z3988"> </li> <li id="cite_note-103"><a href="#cite_ref-103">^</a> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFBond2017" class="citation news cs1">Bond, David (13 May 2017). <a rel="nofollow" class="external text" href="https://archive.today/20170515132938/https://www.ft.com/content/9044ff9a-358b-11e7-99bd-13beb0903fa3">"Guardian relies on readers' support to stave off crisis"</a>. <a href="/wiki/Financial_Times" title="Financial Times">Financial Times</a>. 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Retrieved 22 December 2023.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Financial+Times&rft.atitle=Guardian+relies+on+readers%27+support+to+stave+off+crisis&rft.date=2017-05-13&rft.aulast=Bond&rft.aufirst=David&rft_id=https%3A%2F%2Fwww.ft.com%2Fcontent%2F9044ff9a-358b-11e7-99bd-13beb0903fa3&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAd+blocking" class="Z3988"> </li> <li id="cite_note-104"><a href="#cite_ref-104">^</a> <link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFSweney2016" class="citation web cs1">Sweney, Mark (12 April 2016). <a rel="nofollow" class="external text" href="https://www.theguardian.com/media/2016/apr/12/guardian-to-consider-preventing-access-to-content-if-ad-blocking-identified">"Guardian to consider preventing access to content if ad-blocking proliferates"</a>. <a href="/wiki/The_Guardian" title="The Guardian">The Guardian</a>. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20180105233721/https://www.theguardian.com/media/2016/apr/12/guardian-to-consider-preventing-access-to-content-if-ad-blocking-identified">Archived</a> from the original on 5 January 2018. 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Retrieved 28 January 2020.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=The+Verge&rft.atitle=Scroll+makes+hundreds+of+websites+ad-free+for+%245+per+month&rft.date=2020-01-28&rft.aulast=Kastrenakes&rft.aufirst=Jacob&rft_id=https%3A%2F%2Fwww.theverge.com%2F2020%2F1%2F28%2F21111865%2Fscroll-ad-free-website-subscription-launches&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAd+blocking" class="Z3988"> </li> </ol></div></div>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=Ad_blocking&oldid=1257129662">https://en.wikipedia.org/w/index.php?title=Ad_blocking&oldid=1257129662</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div 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