Beginner’s guide to ad blockers: A double-edged sword for publishers & readers

Your introduction to the world of ad blockers, how they can hurt your website's revenue, and what you can do about it.

You may enjoy a cleaner web experience with an ad blocker, but you are also depriving website owners of their income. (Image: geralt/Pixabay)

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Ad blockers are popular among users who want to enjoy a cleaner and less intrusive web experience. They can filter out annoying and spammy pop-up ads that often disrupt online browsing. But the consequences of using ad blockers cannot be overlooked, especially considering that their usage is increasing steadily. Ad blocking software allows users to take without giving – they can obtain information from websites without generating ad revenue for site owners.

This is a serious problem in an era where publishers and news sites are struggling to survive or are laying off staff amid a historic slump in digital advertising. Ad blockers pose an even greater challenge now than ever before.

Sure, there are methods you can use on your website to force visitors to disable their ad blockers. But these methods can also backfire as users can always refer to another site that does not force them to disable their ad blocker. A dilemma arises, but we are here to help.

First, what is an ad-blocker and how does it work?

An ad blocker is a software program that blocks advertisements from showing up on web pages. It usually works as a plugin or a browser extension that automatically activates once installed. Advertisements can be annoying, distracting, or even harmful to your computer or privacy. Of course, not all ads are bad – some can be helpful or relevant. However, when websites display ads that are irritating or intrusive, they sometimes drive visitors to install ad blockers.

Ad blockers are more common on desktops than on mobile devices. This is because Chrome, the world’s most popular browser, does not support extensions on mobile, making it impossible to use ad blockers. On PC, however, Chrome allows users to access the Chrome Web Store, which offers a variety of ad block extensions and plugins.

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How does an ad blocker work? It basically compares the scripts and images on a web page with a set of rules that tell it what to block and what to allow. These rules are called filters, and they are created and updated by developers and communities of users who want to eliminate ads. Some of the most popular filters are EasyList, AdBlock, and AdGuard. When a user visits a website with an ad blocker enabled, the ad blocker scans the page for any elements that match the filters. If it finds any, it either prevents them from loading or hides them from view.

But ads are not the only reason people use ad blockers. They offer other perks too. Ad blockers can also block other types of unwanted elements, such as trackers, pop-ups, social media widgets, and malware. Trackers are tools that advertisers use to collect data about your online behaviour and preferences. Users block them to protect their privacy and avoid targeted ads from following them around the web.

Some ad blockers have less impact on your revenue than others, though, or none at all. For example, the AdBlock extension gives users an option to allow non-intrusive advertising or ads without third-party tracking.

Should you care about an ad blocker?

The answer is yes, if you are a website owner who relies on advertising revenue to sustain your business. Ad blockers are software that prevent ads from appearing on web pages, which means that you lose the opportunity to earn money from your visitors. A significant percentage of internet users worldwide now use ad blockers, meaning that you could be missing out on a large portion of your potential audience and income.

However, it’s important to understand that most users actually aren’t fed up with the ads they see online. But when they are bombarded with pop-up ads, those that eat up too much of their screen estate, or ads that are inappropriate, users are practically forced to block them.

Therefore, with a combination of respect for user preferences and offering users alternative ways to support your website, such as subscriptions, donations, or rewards, you may be able to retain their loyalty and engagement. It’s important to understand that ad blockers are a reality that website owners have to deal with in the digital age. By understanding the reasons and effects of ad blocking, you can adapt your strategy and optimise your website for both your revenue and your users.

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How to identify if visitors have installed ad blockers?

If you are a website owner who wants to know if your visitors have installed ad blockers, then the following methods will help.

Script-based detection: You can write a simple JavaScript code that checks if certain elements on your web page, such as banners or images, are hidden or removed by ad blockers. If they are, you can display a message asking your visitors to disable their ad blocker or offer them an alternative way to access your content.

Third-party detection: You can use a ready-made script from a reputable source, such as the Interactive Advertising Bureau (IAB), DetectAdBlock, or F**kAdBlock, that can detect ad blockers and provide you with various options to handle them.

WordPress plugins: If your website is built on WordPress, then detecting ad blockers and requesting visitors to disable them is a breeze. Plugins like Ad Unblocker and Eazy Ad Unblocker can be installed in seconds and set up without a line of code. You can then configure these plugins to display messages requesting users to disable ad blockers – or cut off their access to the content completely.

How can a publisher deal with ad blockers?

There are some strategies that can help publishers deal with ad blockers and increase their ad impressions:

Ask your visitors to whitelist your site or disable their ad blockers. You can use a polite and friendly message that explains how ads help you provide quality content for free.

Use native ads that blend in with your content and do not disrupt the user experience. Native ads are less likely to be blocked by ad blockers and more likely to generate engagement and trust.

Experiment with different ad formats and placements that are less intrusive and annoying. For example, you can use banner ads, video ads, or sponsored content that are relevant and interesting to your audience.